Huskey Richard, Turner Benjamin O, Weber René
Cognitive Communication Science Lab - C2 Lab, Center for Mind and Brain, Department of Communication, University of California, Davis, Davis, CA, United States.
Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, Singapore.
Front Hum Neurosci. 2020 Dec 3;14:565973. doi: 10.3389/fnhum.2020.565973. eCollection 2020.
Prevention neuroscience investigates the brain basis of attitude and behavior change. Over the years, an increasingly structurally and functionally resolved "persuasion network" has emerged. However, current studies have only identified a small handful of neural structures that are commonly recruited during persuasive message processing, and the extent to which these (and other) structures are sensitive to numerous individual difference factors remains largely unknown. In this project we apply a multi-dimensional similarity-based individual differences analysis to explore which individual factors-including characteristics of messages and target audiences-drive patterns of brain activity to be more or less similar across individuals encountering the same anti-drug public service announcements (PSAs). We demonstrate that several ensembles of brain regions show response patterns that are driven by a variety of unique factors. These results are discussed in terms of their implications for neural models of persuasion, prevention neuroscience and message tailoring, and methodological implications for future research.
预防神经科学研究态度和行为改变的大脑基础。多年来，一个在结构和功能上日益清晰的“说服网络”已经出现。然而，目前的研究只确定了少数几个在说服性信息处理过程中通常会被激活的神经结构，而这些（以及其他）结构对众多个体差异因素的敏感程度在很大程度上仍然未知。在这个项目中，我们应用基于多维相似性的个体差异分析，来探索哪些个体因素——包括信息和目标受众的特征——会促使在观看相同的禁毒公益广告时，个体之间的大脑活动模式或多或少地相似。我们证明，几个脑区集合表现出由各种独特因素驱动的反应模式。我们将从这些结果对说服神经模型、预防神经科学和信息定制的影响，以及对未来研究的方法学影响方面进行讨论。
