{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,22]],"date-time":"2026-01-22T08:22:22Z","timestamp":1769070142615,"version":"3.49.0"},"reference-count":38,"publisher":"MIT Press - Journals","issue":"11","content-domain":{"domain":["direct.mit.edu"],"crossmark-restriction":true},"short-container-title":[],"published-print":{"date-parts":[[2010,11,1]]},"abstract":"<jats:title>Abstract<\/jats:title>\n               <jats:p>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.<\/jats:p>","DOI":"10.1162\/jocn.2009.21363","type":"journal-article","created":{"date-parts":[[2009,11,20]],"date-time":"2009-11-20T04:59:10Z","timestamp":1258693150000},"page":"2447-2459","update-policy":"https:\/\/2.zoppoz.workers.dev:443\/https\/doi.org\/10.1162\/mitpressjournals.corrections.policy","source":"Crossref","is-referenced-by-count":48,"title":["The Neural Correlates of Persuasion: A Common Network across Cultures and Media"],"prefix":"10.1162","volume":"22","author":[{"given":"Emily B.","family":"Falk","sequence":"first","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Lian","family":"Rameson","sequence":"additional","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Elliot T.","family":"Berkman","sequence":"additional","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Betty","family":"Liao","sequence":"additional","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yoona","family":"Kang","sequence":"additional","affiliation":[{"name":"2Yale University, New Haven, CT"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Tristen K.","family":"Inagaki","sequence":"additional","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Matthew D.","family":"Lieberman","sequence":"additional","affiliation":[{"name":"1University of California, Los Angeles"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"281","published-online":{"date-parts":[[2010,11,1]]},"reference":[{"key":"2021072900462601600_R1","doi-asserted-by":"crossref","first-page":"241","DOI":"10.1086\/209537","article-title":"Empathy versus pride: The influence of emotional appeals across cultures.","volume":"25","author":"Aaker","year":"1998","journal-title":"Journal of Consumer Research"},{"key":"2021072900462601600_R2","volume-title":"The handbook of attitudes.","author":"Albarracin","year":"2005"},{"key":"2021072900462601600_R3","volume-title":"The art of rhetoric\/Aristotle","author":"Aristotle","year":"1926"},{"key":"2021072900462601600_R4","doi-asserted-by":"crossref","first-page":"2883","DOI":"10.1016\/j.neuropsychologia.2007.06.015","article-title":"Left ventrolateral prefrontal cortex and the cognitive control of memory.","volume":"45","author":"Badre","year":"2007","journal-title":"Neuropsychologia"},{"key":"2021072900462601600_R5","unstructured":"Brett, M., \n            \n              Anton, J., \n            \n              Valabregue, R., & \n            \n              Poline, J.\n           (2002). Region of interest analysis using an SPM toolbox, Paper presented at the The 8th International Conference on Functional Mapping of the Human Brain, June 2-6, 2002, Sendai, Japan. (Available on CD Rom, Neuroimage Vol. 16. No. 2)."},{"key":"2021072900462601600_R6","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1162\/08989290051137585","article-title":"Imaging cognition: II. An empirical review of 275 PET and fMRI studies.","volume":"12","author":"Cabeza","year":"2000","journal-title":"Journal of Cognitive Neuroscience"},{"key":"2021072900462601600_R7","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1207\/S15327027HC1602_2","article-title":"The role of empathy in responses to persuasive risk communication: Overcoming resistance to HIV prevention messages.","volume":"16","author":"Campbell","year":"2004","journal-title":"Health Communication"},{"key":"2021072900462601600_R8","first-page":"212","article-title":"Heuristic and systematic information processing within and beyond the persuasion context.","volume-title":"Unintended thought","author":"Chaiken","year":"1989"},{"key":"2021072900462601600_R9","first-page":"237","article-title":"Cultural neuroscience: Parsing universality and diversity across levels of analysis.","volume-title":"Handbook of cultural psychology","author":"Chiao","year":"2007"},{"key":"2021072900462601600_R10","volume-title":"Attitudes and attitude change.","author":"Crano","year":"2008"},{"key":"2021072900462601600_R11","volume-title":"The psychology of attitudes.","author":"Eagly","year":"1993"},{"key":"2021072900462601600_R12","volume-title":"Letters and social aims","author":"Emerson","year":"1880"},{"key":"2021072900462601600_R13","doi-asserted-by":"crossref","first-page":"459","DOI":"10.1098\/rstb.2002.1218","article-title":"Development and neurophysiology of mentalizing.","volume":"358","author":"Frith","year":"2003","journal-title":"Philosophical Transactions of the Royal Society of London, Series B, Biological Sciences"},{"key":"2021072900462601600_R14","doi-asserted-by":"crossref","first-page":"646","DOI":"10.1038\/nrn2456","article-title":"Culture-sensitive neural substrates of human cognition: A transcultural neuroimaging approach.","volume":"9","author":"Han","year":"2008","journal-title":"Nature Reviews Neuroscience"},{"key":"2021072900462601600_R15","first-page":"617","article-title":"Communication and attitude change: Causes, processes, and effects.","volume-title":"The Handbook of Attitude","author":"Johnson","year":"2005"},{"key":"2021072900462601600_R16","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1038\/82850","article-title":"Single-neuron responses to emotional visual stimuli recorded in human ventral prefrontal cortex.","volume":"4","author":"Kawasaki","year":"2001","journal-title":"Nature Neuroscience"},{"key":"2021072900462601600_R17","unstructured":"Khaled, R., \n            \n              Ronald, F., \n            \n              Noble, J., & \n            \n              Biddle, R.\n           (2008). A Qualitative Study of Culture and Persuasion in a Smoking Cessation Game, Paper presented at the Persuasive Technology: Third International Conference, Oulu, Finland, June 4-6, 2008."},{"key":"2021072900462601600_R18","doi-asserted-by":"crossref","first-page":"353","DOI":"10.1093\/scan\/nsn022","article-title":"Brain mechanisms of persuasion: How \u201cexpert power\u201d modulates memory and attitudes.","volume":"3","author":"Klucharev","year":"2008","journal-title":"Social Cognitive & Affective Neuroscience"},{"key":"2021072900462601600_R19","doi-asserted-by":"crossref","first-page":"25","DOI":"10.1080\/17470910600670603","article-title":"Politics on the brain: An fMRI investigation.","volume":"1","author":"Knutson","year":"2006","journal-title":"Social Neuroscience"},{"key":"2021072900462601600_R20","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1093\/scan\/nsm032","article-title":"Prefrontal cortex damage abolishes brand-cued changes in cola 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