| By: |
Klucharev, V.;
Smidts, A.;
Fernández, G. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University) |
| Abstract: |
Human behavior is affected by various forms of persuasion. The general
persuasive effect of high expertise of the communicator, often referred to as
"expert power", is well documented. We found that a single exposure to a
combination of an expert and an object leads to a long-lasting positive effect
on memory for and attitude towards the object. Using functional magnetic
resonance imaging (fMRI), we probed the neural processes predicting these
behavioral effects. Expert context was associated with distributed
left-lateralized brain activity in prefrontal and temporal cortices related to
active semantic elaboration. Furthermore, experts enhanced subsequent memory
effects in the medial temporal lobe (i.e. in hippocampus and parahippocampal
gyrus) involved in memory formation. Experts also affected subsequent attitude
effects in the caudate nucleus involved in trustful behavior, reward
processing and learning. These results may suggest that the persuasive effect
of experts is mediated by modulation of caudate activity resulting in a
re-evaluation of the object in terms of its perceived value. Results extend
our view of the functional role of the dorsal striatum in social interaction
and enable us to make the first steps toward a neuroscientific model of
persuasion. |
| Keywords: |
persuasion;expertise;memory encoding;attitude;social influence;celebrities;neuroeconomics |
| Date: |
2008–07–16 |
| URL: |
http://d.repec.org/n?u=RePEc:dgr:eureri:1765012784&r=neu |