Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/106396
Title: The persuasion network is modulated by drug-use risk and predicts anti-drug message effectiveness
Authors: Huskey, Richard
Weber, René
Mangus, J. Michael
Turner, Benjamin O.
Keywords: Social sciences::Communication
Persuasion
Functional Connectivity
Issue Date: 2017
Source: Huskey, R., Mangus, J. M., Turner, B. O., & Weber, R. (2017). The persuasion network is modulated by drug-use risk and predicts anti-drug message effectiveness. Social Cognitive and Affective Neuroscience, 12(12), 1902-1915. doi:10.1093/scan/nsx126
Series/Report no.: Social Cognitive and Affective Neuroscience
Abstract: While a persuasion network has been proposed, little is known about how network connections between brain regions contribute to attitude change. Two possible mechanisms have been advanced. One hypothesis predicts that attitude change results from increased connectivity between structures implicated in affective and executive processing in response to increases in argument strength. A second functional perspective suggests that highly arousing messages reduce connectivity between structures implicated in the encoding of sensory information, which disrupts message processing and thereby inhibits attitude change. However, persuasion is a multi-determined construct that results from both message features and audience characteristics. Therefore, persuasive messages should lead to specific functional connectivity patterns among a priori defined structures within the persuasion network. The present study exposed 28 subjects to anti-drug public service announcements where arousal, argument strength, and subject drug-use risk were systematically varied. Psychophysiological interaction analyses provide support for the affective-executive hypothesis but not for the encoding-disruption hypothesis. Secondary analyses show that video-level connectivity patterns among structures within the persuasion network predict audience responses in independent samples (one college-aged, one nationally representative). We propose that persuasion neuroscience research is best advanced by considering network-level effects while accounting for interactions between message features and target audience characteristics.
URI: https://hdl.handle.net/10356/106396
http://hdl.handle.net/10220/49613
ISSN: 1749-5016
DOI: http://dx.doi.org/10.1093/scan/nsx126
Rights: © 2017 The Author(s). Published by Oxford University Press. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited. For commercial re-use, please contact journals.permissions@oup.com
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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