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1 RUNNING HEAD: NEURAL PREDICTOR OF BEHAVIOR CHANGE Predicting Persuasion-Induced Behavior Change from the Brain
| Content Provider | CiteSeerX |
|---|---|
| Author | Falk, Emily B. Berkman, Elliot T. Mann, Traci Harrison, Brittany Matthew, D. |
| Abstract | 2 Although persuasive messages often alter people’s self-reported attitudes and intentions, these self-reports do not necessarily predict behavior change. We demonstrate that neural responses to persuasive messages can predict 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=.49, p<.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-reports alone. Additionally, this is the first fMRI study to demonstrate that a neural signal can predict complex real world behavior days in advance. |
| File Format | |
| Access Restriction | Open |
| Content Type | Text |
