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Neural correlates of attitude change following positive and negative advertisements.

Kato J, Ide H, Kabashima I, Kadota H, Takano K, Kansaku K - Front Behav Neurosci (2009)

Bottom Line: Neuropolitical studies have found that the activation of emotion-related areas in the brain is linked to resilient political preferences, and neuroeconomic research has analysed the neural correlates of social preferences that favour or oppose consideration of intrinsic rewards.Correlations between the self-rated values and the neural signal changes underscore the metric representation of observed decisions (i.e., whether to support or not) in the brain.This indicates that neurometric analysis may contribute to the exploration of the neural correlates of daily social behaviour.

View Article: PubMed Central - PubMed

Affiliation: Graduate School of Law and Politics, The University of Tokyo Bunkyo, Tokyo, Japan.

ABSTRACT
Understanding changes in attitudes towards others is critical to understanding human behaviour. Neuropolitical studies have found that the activation of emotion-related areas in the brain is linked to resilient political preferences, and neuroeconomic research has analysed the neural correlates of social preferences that favour or oppose consideration of intrinsic rewards. This study aims to identify the neural correlates in the prefrontal cortices of changes in political attitudes toward others that are linked to social cognition. Functional magnetic resonance imaging (fMRI) experiments have presented videos from previous electoral campaigns and television commercials for major cola brands and then used the subjects' self-rated affinity toward political candidates as behavioural indicators. After viewing negative campaign videos, subjects showing stronger fMRI activation in the dorsolateral prefrontal cortex lowered their ratings of the candidate they originally supported more than did those with smaller fMRI signal changes in the same region. Subjects showing stronger activation in the medial prefrontal cortex tended to increase their ratings more than did those with less activation. The same regions were not activated by viewing negative advertisements for cola. Correlations between the self-rated values and the neural signal changes underscore the metric representation of observed decisions (i.e., whether to support or not) in the brain. This indicates that neurometric analysis may contribute to the exploration of the neural correlates of daily social behaviour.

No MeSH data available.


Related in: MedlinePlus

fMRI signal change at the right dorsolateral prefrontal cortex (53, 30, 11; BA46/9). (A) Correlation between the signal change during the negative advertisements and the preference change towards a favoured candidate during the negative advertisements (=post-negative-advertisement preference for the attacked candidate – pre-negative-advertisement preference for the attacked candidate). (B) Mean comparison between the Unchanged and Changed Groups for each advertisement session.
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Figure 6: fMRI signal change at the right dorsolateral prefrontal cortex (53, 30, 11; BA46/9). (A) Correlation between the signal change during the negative advertisements and the preference change towards a favoured candidate during the negative advertisements (=post-negative-advertisement preference for the attacked candidate – pre-negative-advertisement preference for the attacked candidate). (B) Mean comparison between the Unchanged and Changed Groups for each advertisement session.

Mentions: By contrast, the Changed Group had more activations than the Unchanged Group in the right and left dorsolateral prefrontal regions, and the same degree of preference change towards the favoured (attacked) candidate during the negative advertisement session had significant negative correlations with the per cent signal change in these two regions [(−42, 16, 40; BA9/6) and (53, 30, 11; BA46/9), respectively; Figures 5A and 6A]. Among the prefrontal regions that showed significantly different activations between the Unchanged Group and Changed Group (uncorrected p < 0.05), only these three regions exhibited significant correlations with our preference-related indicators.


Neural correlates of attitude change following positive and negative advertisements.

Kato J, Ide H, Kabashima I, Kadota H, Takano K, Kansaku K - Front Behav Neurosci (2009)

fMRI signal change at the right dorsolateral prefrontal cortex (53, 30, 11; BA46/9). (A) Correlation between the signal change during the negative advertisements and the preference change towards a favoured candidate during the negative advertisements (=post-negative-advertisement preference for the attacked candidate – pre-negative-advertisement preference for the attacked candidate). (B) Mean comparison between the Unchanged and Changed Groups for each advertisement session.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC2691152&req=5

Figure 6: fMRI signal change at the right dorsolateral prefrontal cortex (53, 30, 11; BA46/9). (A) Correlation between the signal change during the negative advertisements and the preference change towards a favoured candidate during the negative advertisements (=post-negative-advertisement preference for the attacked candidate – pre-negative-advertisement preference for the attacked candidate). (B) Mean comparison between the Unchanged and Changed Groups for each advertisement session.
Mentions: By contrast, the Changed Group had more activations than the Unchanged Group in the right and left dorsolateral prefrontal regions, and the same degree of preference change towards the favoured (attacked) candidate during the negative advertisement session had significant negative correlations with the per cent signal change in these two regions [(−42, 16, 40; BA9/6) and (53, 30, 11; BA46/9), respectively; Figures 5A and 6A]. Among the prefrontal regions that showed significantly different activations between the Unchanged Group and Changed Group (uncorrected p < 0.05), only these three regions exhibited significant correlations with our preference-related indicators.

Bottom Line: Neuropolitical studies have found that the activation of emotion-related areas in the brain is linked to resilient political preferences, and neuroeconomic research has analysed the neural correlates of social preferences that favour or oppose consideration of intrinsic rewards.Correlations between the self-rated values and the neural signal changes underscore the metric representation of observed decisions (i.e., whether to support or not) in the brain.This indicates that neurometric analysis may contribute to the exploration of the neural correlates of daily social behaviour.

View Article: PubMed Central - PubMed

Affiliation: Graduate School of Law and Politics, The University of Tokyo Bunkyo, Tokyo, Japan.

ABSTRACT
Understanding changes in attitudes towards others is critical to understanding human behaviour. Neuropolitical studies have found that the activation of emotion-related areas in the brain is linked to resilient political preferences, and neuroeconomic research has analysed the neural correlates of social preferences that favour or oppose consideration of intrinsic rewards. This study aims to identify the neural correlates in the prefrontal cortices of changes in political attitudes toward others that are linked to social cognition. Functional magnetic resonance imaging (fMRI) experiments have presented videos from previous electoral campaigns and television commercials for major cola brands and then used the subjects' self-rated affinity toward political candidates as behavioural indicators. After viewing negative campaign videos, subjects showing stronger fMRI activation in the dorsolateral prefrontal cortex lowered their ratings of the candidate they originally supported more than did those with smaller fMRI signal changes in the same region. Subjects showing stronger activation in the medial prefrontal cortex tended to increase their ratings more than did those with less activation. The same regions were not activated by viewing negative advertisements for cola. Correlations between the self-rated values and the neural signal changes underscore the metric representation of observed decisions (i.e., whether to support or not) in the brain. This indicates that neurometric analysis may contribute to the exploration of the neural correlates of daily social behaviour.

No MeSH data available.


Related in: MedlinePlus