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Brief Communications

Predicting Persuasion-Induced Behavior Change from the Brain

Emily B. Falk, Elliot T. Berkman, Traci Mann, Brittany Harrison and Matthew D. Lieberman
Journal of Neuroscience 23 June 2010, 30 (25) 8421-8424; https://doi.org/10.1523/JNEUROSCI.0063-10.2010
Emily B. Falk
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Elliot T. Berkman
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Traci Mann
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Brittany Harrison
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Matthew D. Lieberman
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Abstract

Although persuasive messages often alter people's self-reported attitudes and intentions to perform behaviors, these self-reports do not necessarily predict behavior change. We demonstrate that neural responses to persuasive messages can predict variability in behavior change in the subsequent week. Specifically, an a priori region of interest (ROI) in medial prefrontal cortex (MPFC) was reliably associated with behavior change (r = 0.49, p < 0.05). Additionally, an iterative cross-validation approach using activity in this MPFC ROI predicted an average 23% of the variance in behavior change beyond the variance predicted by self-reported attitudes and intentions. Thus, neural signals can predict behavioral changes that are not predicted from self-reported attitudes and intentions alone. Additionally, this is the first functional magnetic resonance imaging study to demonstrate that a neural signal can predict complex real world behavior days in advance.

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The Journal of Neuroscience: 30 (25)
Journal of Neuroscience
Vol. 30, Issue 25
23 Jun 2010
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Predicting Persuasion-Induced Behavior Change from the Brain
Emily B. Falk, Elliot T. Berkman, Traci Mann, Brittany Harrison, Matthew D. Lieberman
Journal of Neuroscience 23 June 2010, 30 (25) 8421-8424; DOI: 10.1523/JNEUROSCI.0063-10.2010

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Predicting Persuasion-Induced Behavior Change from the Brain
Emily B. Falk, Elliot T. Berkman, Traci Mann, Brittany Harrison, Matthew D. Lieberman
Journal of Neuroscience 23 June 2010, 30 (25) 8421-8424; DOI: 10.1523/JNEUROSCI.0063-10.2010
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