Gain/loss framing moderates the VMPFC's response to persuasive messages when behaviors have personal outcomes.

Matt Minich, Chen-Ting Chang, Lauren A Kriss, Arina Tveleneva, Christopher N Cascio
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Abstract

Activity within the ventral medial prefrontal cortex (VMPFC) during encoding of persuasive messages has been shown to predict message-consistent behaviors both within scanner samples and at the population level. This suggests that neuroimaging can aid in the development of better persuasive messages, but little is known about how the brain responds to different message features. Building on past findings, the current study found that gain-framed persuasive messages elicited more VMPFC activation than loss-framed messages, but only when messages addressed outcomes that would be experienced by participants directly. Participants also perceived gain-framed messages as more effective than loss-framed messages, and self-reported perceptions of message effectiveness were positively correlated with VMPFC activation. These results support theories that VMPFC activity during message encoding indexes perceptions of value and self-relevance and demonstrate that established theories of persuasion can improve the understanding of the neural correlates of persuasion.

当行为具有个人结果时,得失框架调节VMPFC对说服性信息的反应。
在有说服力的信息编码过程中,腹侧内侧前额叶皮层(VMPFC)的活动已被证明可以预测扫描仪样本和总体水平上信息一致的行为。这表明,神经成像可以帮助形成更好的有说服力的信息,但人们对大脑如何对不同的信息特征做出反应知之甚少。基于过去的研究结果,目前的研究发现,增益框架的说服性信息比缺失框架的信息更能激发VMPFC的激活,但只有当信息涉及参与者将直接经历的结果时才会如此。参与者还认为收益框架信息比损失框架信息更有效,自我报告的信息有效性感知与VMPFC激活正相关。这些结果支持了VMPFC在信息编码过程中的活动索引价值感知和自我关联的理论,并证明了现有的说服理论可以提高对说服神经相关的理解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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