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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 medial prefrontal cortex. The figure shows the correlation between the signal change at (−16, 39, 44; BA8) during the negative advertisements and the relative preference for a favoured candidate before the negative advertisements (=the pre-session rating of the attacked candidate – the pre-session rating of an attacking candidate).
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Figure 7: fMRI signal change at the medial prefrontal cortex. The figure shows the correlation between the signal change at (−16, 39, 44; BA8) during the negative advertisements and the relative preference for a favoured candidate before the negative advertisements (=the pre-session rating of the attacked candidate – the pre-session rating of an attacking candidate).

Mentions: Furthermore, an additional preference rating, the relative preference for the favoured candidate measured before the negative advertisements was significantly positively correlated with the signal change in the left medial prefrontal region (Figure 7), but not with that in the two dorsolateral prefrontal regions.


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 medial prefrontal cortex. The figure shows the correlation between the signal change at (−16, 39, 44; BA8) during the negative advertisements and the relative preference for a favoured candidate before the negative advertisements (=the pre-session rating of the attacked candidate – the pre-session rating of an attacking candidate).
© Copyright Policy - open-access
Related In: Results  -  Collection

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

Figure 7: fMRI signal change at the medial prefrontal cortex. The figure shows the correlation between the signal change at (−16, 39, 44; BA8) during the negative advertisements and the relative preference for a favoured candidate before the negative advertisements (=the pre-session rating of the attacked candidate – the pre-session rating of an attacking candidate).
Mentions: Furthermore, an additional preference rating, the relative preference for the favoured candidate measured before the negative advertisements was significantly positively correlated with the signal change in the left medial prefrontal region (Figure 7), but not with that in the two dorsolateral prefrontal regions.

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