Predicting persuasion-induced behavior change from the brain.
Predicting persuasion-induced behavior change from the brain.
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DOI：
10.1523/jneurosci.0063-10.2010
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发表时间：
2010-06-23
期刊：
影响因子：
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通讯作者：
Lieberman MD
中科院分区：
文献类型：
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作者：
Falk EB;Berkman ET;Mann T;Harrison B;Lieberman MD
虽然有说服力的信息经常改变人们自我报告的态度和行为意图，但这些自我报告并不一定能预测行为的改变。我们证明，对说服性信息的神经反应可以预测接下来一周行为变化的可变性。具体而言，内侧前额叶皮层（MPFC）的先验感兴趣区（ROI）与行为改变可靠相关（r = 0.49, p < 0.05）。此外，使用MPFC ROI活动的迭代交叉验证方法预测行为变化的平均方差为23%，超出了自我报告的态度和意图预测的方差。因此，神经信号可以预测行为变化，而这些变化不能仅从自我报告的态度和意图来预测。此外，这是第一次功能性磁共振成像研究，证明神经信号可以提前几天预测复杂的现实世界行为。
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.