University of California, Los Angeles, Los Angeles, CA 90095-1563, USA.
J Cogn Neurosci. 2010 Nov;22(11):2447-59. doi: 10.1162/jocn.2009.21363.
Persuasion is at the root of countless social exchanges in which one person or group is motivated to have another share its beliefs, desires, or behavioral intentions. Here, we report the first three functional magnetic resonance imaging studies to investigate the neurocognitive networks associated with feeling persuaded by an argument. In the first two studies, American and Korean participants, respectively, were exposed to a number of text-based persuasive messages. In both Study 1 and Study 2, feeling persuaded was associated with increased activity in posterior superior temporal sulcus bilaterally, temporal pole bilaterally, and dorsomedial prefrontal cortex. The findings suggest a discrete set of underlying mechanisms in the moment that the persuasion process occurs, and are strengthened by the fact that the results replicated across two diverse linguistic and cultural groups. Additionally, a third study using region-of-interest analyses demonstrated that neural activity in this network was also associated with persuasion when a sample of American participants viewed video-based messages. In sum, across three studies, including two different cultural groups and two types of media, persuasion was associated with a consistent network of regions in the brain. Activity in this network has been associated with social cognition and mentalizing and is consistent with models of persuasion that emphasize the importance of social cognitive processing in determining the efficacy of persuasive communication.
说服是无数社会交流的根源，在这些交流中，一个人或一个团体被激励让另一个人分享其信仰、欲望或行为意图。在这里，我们报告了前三项功能磁共振成像研究，以调查与被论点说服有关的神经认知网络。在前两项研究中，分别有美国和韩国的参与者接触了许多基于文本的有说服力的信息。在研究 1 和研究 2 中，感到被说服与双侧后上颞叶回、双侧颞极和背内侧前额叶皮质的活动增加有关。这些发现表明在说服过程发生的那一刻存在着一组离散的潜在机制，而且事实证明，这些结果在两个不同的语言和文化群体中都得到了复制，这一事实也加强了这一结果的可信度。此外，第三项使用感兴趣区域分析的研究表明，当一组美国参与者观看基于视频的信息时，该网络中的神经活动也与说服有关。总之，在三项研究中，包括两个不同的文化群体和两种类型的媒体，说服与大脑中一致的网络区域有关。该网络的活动与社会认知和心理理论有关，这与强调社会认知处理在确定有说服力的沟通效果方面的重要性的说服模型是一致的。
