A neuropsychological test of belief and doubt: damage to ventromedial prefrontal cortex increases credulity for misleading advertising.
A neuropsychological test of belief and doubt: damage to ventromedial prefrontal cortex increases credulity for misleading advertising.
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DOI：
10.3389/fnins.2012.00100
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发表时间：
2012
影响因子：
4.3
通讯作者：
Tranel D
中科院分区：
文献类型：
--
作者：
Asp E;Manzel K;Koestner B;Cole CA;Denburg NL;Tranel D
我们提出了错误标记理论（FTT）作为信念和怀疑过程的神经生物学模型。该理论认为，前额叶皮层对于对正确理解的想法或认知的规范性怀疑至关重要。这种怀疑对于有利的决策是很重要的，例如在金融和消费者购买领域。在这里，我们使用神经心理学的方法，对FTT进行了实证测试，假设腹内侧前额叶皮层（vmPFC）的局灶性损伤会导致“怀疑赤字”，从而导致更高的轻信度和对误导性广告中出现的消费品的购买意愿。我们向18名vmPFC局灶性脑损伤患者、21名前额叶皮层外局灶性脑损伤患者和10名人口统计学上相似的健康对照参与者展示了8个消费者广告。vmPFC损伤患者(1)更易轻信误导性广告；(2)相对于前额皮质外脑损伤患者和健康对照者，对误导广告中产品的购买意愿最高。即使是那些通过免责声明“纠正”了误导倾向的广告，也能获得这种发现模式。证据与我们的建议一致，即vmPFC的损伤破坏了“错误标记机制”，该机制通常会对认知表征产生怀疑和怀疑。我们认为，这种破坏增加了对误导性信息的轻信，即使误导性信息被免责声明纠正。这一机制可以帮助解释当患有腹内侧前额叶功能障碍（例如，由神经损伤或衰老引起）的人接触到有说服力的信息时，他们会做出糟糕的财务决策。
We have proposed the False Tagging Theory (FTT) as a neurobiological model of belief and doubt processes. The theory posits that the prefrontal cortex is critical for normative doubt toward properly comprehended ideas or cognitions. Such doubt is important for advantageous decisions, for example in the financial and consumer purchasing realms. Here, using a neuropsychological approach, we put the FTT to an empirical test, hypothesizing that focal damage to the ventromedial prefrontal cortex (vmPFC) would cause a “doubt deficit” that would result in higher credulity and purchase intention for consumer products featured in misleading advertisements. We presented 8 consumer ads to 18 patients with focal brain damage to the vmPFC, 21 patients with focal brain damage outside the prefrontal cortex, and 10 demographically similar healthy comparison participants. Patients with vmPFC damage were (1) more credulous to misleading ads; and (2) showed the highest intention to purchase the products in the misleading advertisements, relative to patients with brain damage outside the prefrontal cortex and healthy comparison participants. The pattern of findings was obtained even for ads in which the misleading bent was “corrected” by a disclaimer. The evidence is consistent with our proposal that damage to the vmPFC disrupts a “false tagging mechanism” which normally produces doubt and skepticism for cognitive representations. We suggest that the disruption increases credulity for misleading information, even when the misleading information is corrected for by a disclaimer. This mechanism could help explain poor financial decision-making when persons with ventromedial prefrontal dysfunction (e.g., caused by neurological injury or aging) are exposed to persuasive information.
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