Neural Activity During Antismoking Message Exposure Predicts Subsequent Message Elaboration

• In Event: Best Papers in Information Systems Division

Abstract

Abstract
Recent neuroimaging studies have consistently shown that neural activity in the medial prefrontal cortex during heath message exposure can predict behavior change. Although self-relevance and value are functions ascribed to mPFC, the underlying mechanisms linking mPFC activity to persuasion are not yet understood. Here we investigated if mPFC neural activity during message exposure is also associated with subsequent message elaboration. A group of adolescent non-smokers participated in a functional magnetic resonance imaging study, in which they viewed and talked about anti-smoking public service announcements. Levels of elaboration were measured through transcripts of participants’ subsequent descriptions of the messages using the LIWC dictionary. We found that neural activity in mPFC during message exposure is associated with subsequent message elaboration.

Authors

• Rui Pei, U of Pennsylvania

• Ralf Schmaelzle, Michigan State U

• Elissa Kranzler, University of Pennsylvania

• Matthew O'Donnell, U of Pennsylvania

• Emily Falk, U of Pennsylvania