Neural correlates of attitude change following positive and negative advertisements

Persuader-receiver neural coupling underlies persuasive messaging and predicts persuasion outcome

Opportunities to persuade and be persuaded are ubiquitous. What interpersonal neural pathway in real-world settings determining successful information propagation in naturalistic two-person persuasion scenarios? Hereby, we extended prior research on a naturalistic dyadic persuasion paradigm (NDP) using dual-fNIRS protocol simultaneously measured the neural activity from persuader-receiver dyads while they engaged in a modified "Arctic Survival Task." Investigating whether neural coupling between persuaders and receivers underpinning of persuading and predict persuasion outcomes (i.e., receiver's compliance). Broadly, we indicated that the persuasive arguments increase neural coupling significantly compared to non-persuasive arguments in the left superior temporal gyrus-superior frontal gyrus and superior frontal gyrus-inferior frontal gyrus. G-causality indices further revealed the coupling directionality of information flows between the persuader and receiver. Critically, the neural coupling could be a better predictor of persuasion outcomes relative to traditional self-report measures. Eventually, temporal dynamics neural coupling incorporating video recording revealed neural coupling marked the micro-level processes in response to persuading messages and possibly reflecting the time that persuasion might occurs. The initial case of the arguments with targeted views is valuable as the first step in encouraging the receiver's compliance. Our investigation represented an innovative interpersonal approach toward comprehending the neuroscience and psychology underlying complex and true persuasion.

Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?

Brand love is a relationship between brands and consumers. Managing the relationship is an important issue for marketing strategy since it changes according to temporal flow. Brand love theories, including their dynamics, have been developed based on interpersonal romantic love theories. Although many brand love studies have provided useful findings, the neural mechanism of brand love remains unclear. Especially, its dynamics have not been considered from a neuroscience perspective. The present study addressed the commonalities and differentiations of activated brain regions between brand love and interpersonal romantic love relationships using a quantitative neuroimaging meta-analytic approach, from the view of brain connectivity. Regarding the mental processes of each love relationship related to these activated brain regions, decoding analysis was conducted using the NeuroQuery platform to prevent reverse inference. The results revealed that different neural mechanisms and mental processes were distinctively involved in the dynamics of each love relationship, although the anterior insula overlapped across all stages and the reinforcement learning system was driven between both love relationships in the early stage. Remarkably, regarding the distinctive mental processes, although prosocial aspects were involved in the mental processes of interpersonal romantic love relationships across all stages, they were not involved in the mental processes of brand love relationships. Conclusively, although common brain regions and mental processes between both love relationships were observed, neural mechanisms and mental processes in brand love relationship dynamics might be innately different from those in the interpersonal romantic love relationship dynamics. As this finding indicates essential distinctiveness between both these relationships, theories concerning interpersonal romantic love should be applied cautiously when investigating brand love relationship dynamics.

Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers’ minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Toward a neuropsychology of political orientation: exploring ideology in patients with frontal and midbrain lesions

How do people form their political beliefs? In an effort to address this question, we adopt a neuropsychological approach. In a natural experiment, we explored links between neuroanatomy and ideological preferences in two samples of brain lesion patients in New York City. Specifically, we compared the political orientations of patients with frontal lobe lesions, patients with amygdala lesions and healthy control subjects. Lesion type classification analyses revealed that people with frontal lesions held more conservative (or less liberal) beliefs than those with anterior temporal lobe lesions or no lesions. Additional analyses predicting ideology by extent of damage provided convergent evidence that greater damage in the dorsolateral prefrontal cortex-but not the amygdala-was associated with greater conservatism. These findings were robust to model specifications that adjusted for demographic, mood, and affect-related variables. Although measures of executive function failed to mediate the relationship between frontal lesions and ideology, our findings suggest that the prefrontal cortex may play a role in promoting the development of liberal ideology. Our approach suggests useful directions for future work to address the issue of whether biological developments precede political attitudes or vice versa-or both. This article is part of the theme issue 'The political brain: neurocognitive and computational mechanisms'.

Neural and social correlates of attitudinal brokerage: using the complete social networks of two entire villages

To avoid polarization and maintain small-worldness in society, people who act as attitudinal brokers are critical. These people maintain social ties with people who have dissimilar and even incompatible attitudes. Based on resting-state functional magnetic resonance imaging (n = 139) and the complete social networks from two Korean villages (n = 1508), we investigated the individual-level neural capacity and social-level structural opportunity for attitudinal brokerage regarding gender role attitudes. First, using a connectome-based predictive model, we successfully identified the brain functional connectivity that predicts attitudinal diversity of respondents' social network members. Brain regions that contributed most to the prediction included mentalizing regions known to be recruited in reading and understanding others’ belief states. This result was corroborated by leave-one-out cross-validation, fivefold cross-validation and external validation where the brain connectivity identified in one village was used to predict the attitudinal diversity in another independent village. Second, the association between functional connectivity and attitudinal diversity of social network members was contingent on a specific position in a social network, namely, the structural brokerage position where people have ties with two people who are not otherwise connected.

Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale - A fNIRS Approach

The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) - as a portable neuroimaging method - has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers' behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the cortical relief effect. More precisely, the research findings support the hypothesis that the reduced neural activity of brain regions associated with the dlPFC can predict sales at the PoS, emphasising another crucial neural signature to predict shoppers' purchase behaviour, next to the frequently cited reward association system. The research findings offer an innovative perspective on how to design and evaluate PoS merchandising elements, indicating fruitful theoretical and practical implications.

Autonomic Nervous System and Recall Modeling in Audiovisual Emotion-Mediated Advertising Using Partial Least Squares-Path Modeling

Interest in improving advertisement impact on potential consumers has increased recently. One well-known strategy is to use emotion-based advertisement. In this approach, an emotional link with consumers is created, aiming to enhance the memorization process. In recent years, Neuromarketing techniques have allowed us to obtain more objective information on this process. However, the role of the autonomic nervous system (ANS) in the memorization process using emotional advertisement still needs further research. In this work, we propose the use of two physiological signals, namely, an electrocardiogram (heart rate variability, HRV) and electrodermal activity (EDA), to obtain indices assessing the ANS. We measured these signals in 43 subjects during the observation of six different spots, each conveying a different emotion (rational, disgust, anger, surprise, and sadness). After observing the spots, subjects were asked to answer a questionnaire to measure the spontaneous and induced recall. We propose the use of a statistical data-driven model based on Partial Least Squares-Path Modeling (PSL-PM), which allows us to incorporate contextual knowledge by defining a relational graph of unobservable variables (latent variables, LV), which are, in turn, estimated by measured variables (indices of the ANS). We defined four LVs, namely, sympathetic, vagal, ANS, and recall. Sympathetic and vagal are connected to the ANS, the latter being a measure of recall, estimated from a questionnaire. The model is then fitted to the data. Results showed that vagal activity (described by HRV indices) is the most critical factor to describe ANS activity; they are inversely related except for the spot, which is mainly rational. The model captured a moderate-to-high variability of ANS behavior, ranging from 38% up to 64% of the explained variance of the ANS. However, it can explain at most 11% of the recall score of the subjects. The proposed approach allows for the easy inclusion of more physiological measurements and provides an easy-to-interpret model of the ANS response to emotional advertisement.

Morality in advertising: An fMRI study on persuasion in communication

Advertising slogans serve the function of persuasive communication by presenting catchy phrases. To decide whether a slogan is convincing or not, cognitive reasoning is assumed to be complemented by a more implicit and intuitive route of information processing, presumably similar to evaluating normative judgments in moral statements. We employed functional magnetic resonance imaging (fMRI) while Western male subjects judged advertising slogans and moral statements as another decision task with subjective nature. Compared to a neutral control condition that targeted declarative memory and to an aesthetic-related condition, the evaluation processes in both domains engaged the anterior medial prefrontal cortex (mPFC), which is associated with decision-making incorporating personal value. Conjoint activations were also observed in the left temporoparietal junction (TPJ) when compared to the aesthetics condition. Results are discussed with reference to domain-independence, a suspected difference to aesthetic-like appreciations, and functional organization in the mPFC and the TPJ.

Uncertainty Modulates the Effect of Transcranial Stimulation Over the Right Dorsolateral Prefrontal Cortex on Decision-Making Under Threat

Threat is a strategy that can be used to impact decision-making processes in bargaining. Abundant evidence suggests that credible threat and incredible threat both influence the obeisance of others. However, it is not clear whether the decision-making processes under credible threat and incredible threat during bargaining involve differential neurocognitive mechanisms. Here, we employed cathodal transcranial direct current stimulation (tDCS) to deactivate the right dorsolateral prefrontal cortex (rDLPFC) to address this question while subjects allocated and reported the subjective probability of future rejection under incredible threat and credible threat. We found that application of cathodal tDCS over the rDLPFC decreased the proposer's subjective inference of probability of rejection and the offer to the responder under incredible threat. Conversely, the same stimulation did not lead to a significant difference compared to the sham group in subjective probability and offer under credible threat. These results suggested that decision-making processes under the two types of threat during bargaining were associated with different neurocognitive substrates, because the punishment for non-compliance was uncertain under incredible threat, whereas it was certain under credible threat. We decreased activity in the rDLPFC, which is involved in decision-making processes related to bargaining under incredible threats, and observed significantly impacted behavior. The differential neurocognitive bases of subjective probability of rejection under incredible threat and credible threat resulted in different tDCS effects.

A functional near infrared spectroscopy (fNIRS) replication of the sunscreen persuasion paradigm

Activity in medial prefrontal cortex (mPFC) during persuasive messages predicts future message-consistent behavior change, but there are significant limitations to the types of persuasion processes that can be invoked inside an MRI scanner. For instance, real world persuasion often involves multiple people in conversation. Functional near infrared spectroscopy (fNIRS) allows us to move out of the scanner and into more ecologically valid contexts. As a first step, the current study used fNIRS to replicate an existing fMRI persuasion paradigm (i.e. the sunscreen paradigm) to determine if mPFC shows similar predictive value with this technology. Consistent with prior fMRI work, activity in mPFC was significantly associated with message-consistent behavior change, above and beyond self-reported intentions. There was also a difference in this association between previous users and non-users of sunscreen. Activity differences based on messages characteristics were not observed. Finally, activity in a region of right dorsolateral PFC (dlPFC), which has been observed with counterarguing against persuasive messages, correlated negatively with future behavior. The current results suggest it is reasonable to use fNIRS to examine persuasion paradigms that go beyond what is possible in the MRI scanner environment.

Neurophysiological Profile of Antismoking Campaigns

Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). The eventual differences between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new PSAs before to its broadcasting. This study focused on adult population, by investigating the cerebral reaction to the vision of different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how different communication styles of the antismoking campaigns could facilitate the comprehension of PSA's message and then enhance the related impact.

Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population

Tobacco constitutes a global emergency with totally preventable millions of deaths per year and smoking-related illnesses. Public service announcements (PSAs) are the main tool against smoking and by now their efficacy is still assessed through questionnaires and metrics, only months after their circulation. The present study focused on the young population, because at higher risk of developing tobacco addiction, investigating the reaction to the vision of Effective, Ineffective and Awarded antismoking PSAs through: electroencephalography (EEG), autonomic activity variation (Galvanic skin response—GSR- and Heart Rate—HR-) and Eye-Tracking (ET). The employed indices were: the EEG frontal alpha band asymmetry and the frontal theta; the Emotional Index (EI), deriving from the GSR and HR signals matching; the ET Visual Attention (VA) index, based on the ratio between the total time spent fixating an area of interest (AOI) and its area. Smokers expressed higher frontal alpha asymmetry values in comparison to non-smokers. Concerning frontal theta, Awarded PSAs reported the highest values in comparison to both Effective and Ineffective PSAs. EI results highlighted that lowest values were expressed by Heavy Smokers (HS), and Effective PSAs obtained the highest EI values. Finally, concerning the Effective PSAs, regression analysis highlighted a correlation between the number of cigarettes smoked by participants (independent variable) and frontal alpha asymmetry, frontal theta and EI values. ET results suggested that for the Ineffective PSAs the main focus were texts, while for the Effective and Awarded PSAs were the visual elements. Results support the use of methods aimed at assessing the physiological reaction for the evaluation of PSAs images, in particular when considering the smoking habits of target populations.

Motivation alters impression formation and related neural systems

Observers frequently form impressions of other people based on complex or conflicting information. Rather than being objective, these impressions are often biased by observers’ motives. For instance, observers often downplay negative information they learn about ingroup members. Here, we characterize the neural systems associated with biased impression formation. Participants learned positive and negative information about ingroup and outgroup social targets. Following this information, participants worsened their impressions of outgroup, but not ingroup, targets. This tendency was associated with a failure to engage neural structures including lateral prefrontal cortex, dorsal anterior cingulate cortex, temporoparietal junction, Insula and Precuneus when processing negative information about ingroup (but not outgroup) targets. To the extent that participants engaged these regions while learning negative information about ingroup members, they exhibited less ingroup bias in their impressions. These data are consistent with a model of ‘effortless bias’, under which perceivers fail to process goal-inconsistent information in order to maintain desired conclusions.

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.

Human pursuance of equality hinges on mental processes of projecting oneself into the perspectives of others and into future situations

In the pursuance of equality, behavioural scientists disagree about distinct motivators, that is, consideration of others and prospective calculation for oneself. However, accumulating data suggest that these motivators may share a common process in the brain whereby perspectives and events that did not arise in the immediate environment are conceived. To examine this, we devised a game imitating a real decision-making situation regarding redistribution among income classes in a welfare state. The neural correlates of redistributive decisions were examined under contrasting conditions, with and without uncertainty, which affects support for equality in society. The dorsal anterior cingulate cortex (dACC) and the caudate nucleus were activated by equality decisions with uncertainty but by selfless decisions without uncertainty. Activation was also correlated with subjective values. Activation in both the dACC and the caudate nucleus was associated with the attitude to prefer accordance with others, whereas activation in the caudate nucleus reflected that the expected reward involved the prospective calculation of relative income. The neural correlates suggest that consideration of others and prospective calculation for oneself may underlie the support for equality. Projecting oneself into the perspective of others and into prospective future situations may underpin the pursuance of equality.

Noninvasive Brain Stimulation and Personal Identity: Ethical Considerations

As noninvasive brain stimulation (NIBS) technology advances, these methods may become increasingly capable of influencing complex networks of mental functioning. We suggest that these might include cognitive and affective processes underlying personality and belief systems, which would raise important questions concerning personal identity and autonomy. We give particular attention to the relationship between personal identity and belief, emphasizing the importance of respecting users' personal values. We posit that research participants and patients should be encouraged to take an active approach to considering the personal implications of altering their own cognition, particularly in cases of neurocognitive "enhancement." We suggest that efforts to encourage careful consideration through the informed consent process would contribute usefully to studies and treatments that use NIBS.

Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research

Companies and organizations the world over wish to understand, predict, and ultimately change the behavior of those whom they interact with, advise, or else provide services for: be it the accident-prone driver out on the roads, the shopper bombarded by a myriad of alternative products on the supermarket shelf, or the growing proportion of the population who are clinically obese. The hope is that by understanding more about the mind, using recent advances in neuroscience, more effective interventions can be designed. But just what insights can a neuroscience-inspired approach offer over-and-above more traditional, not to mention contemporary, behavioral methods? This article focuses on three key areas: neuroergonomics, neuromarketing, and neurogastronomy. The utility of the neuroscience-inspired approach is illustrated with a number of concrete real-world examples. Practical challenges with commercial neuromarketing research, including the cost, timing, ethics/legality and access to scanners (in certain countries), and the limited ecological validity of the situations in which people are typically tested are also discussed. This commentary highlights a number of the key challenges associated with translating academic neuroscience research into commercial neuromarketing applications.

Do Political and Economic Choices Rely on Common Neural Substrates? A Systematic Review of the Emerging Neuropolitics Literature

The methods of cognitive neuroscience are beginning to be applied to the study of political behavior. The neural substrates of value-based decision-making have been extensively examined in economic contexts; this might provide a powerful starting point for understanding political decision-making. Here, we asked to what extent the neuropolitics literature to date has used conceptual frameworks and experimental designs that make contact with the reward-related approaches that have dominated decision neuroscience. We then asked whether the studies of political behavior that can be considered in this light implicate the brain regions that have been associated with subjective value related to "economic" reward. We performed a systematic literature review to identify papers addressing the neural substrates of political behavior and extracted the fMRI studies reporting behavioral measures of subjective value as defined in decision neuroscience studies of reward. A minority of neuropolitics studies met these criteria and relatively few brain activation foci from these studies overlapped with regions where activity has been related to subjective value. These findings show modest influence of reward-focused decision neuroscience on neuropolitics research to date. Whether the neural substrates of subjective value identified in economic choice paradigms generalize to political choice thus remains an open question. We argue that systematically addressing the commonalities and differences in these two classes of value-based choice will be important in developing a more comprehensive model of the brain basis of human decision-making.

Alteration of Political Belief by Non-invasive Brain Stimulation

People generally have imperfect introspective access to the mechanisms underlying their political beliefs, yet can confidently communicate the reasoning that goes into their decision making process. An innate desire for certainty and security in ones beliefs may play an important and somewhat automatic role in motivating the maintenance or rejection of partisan support. The aim of the current study was to clarify the role of the DLPFC in the alteration of political beliefs. Recent neuroimaging studies have focused on the association between the DLPFC (a region involved in the regulation of cognitive conflict and error feedback processing) and reduced affiliation with opposing political candidates. As such, this study used a method of non-invasive brain simulation (tRNS) to enhance activity of the bilateral DLPFC during the incorporation of political campaign information. These findings indicate a crucial role for this region in political belief formation. However, enhanced activation of DLPFC does not necessarily result in the specific rejection of political beliefs. In contrast to the hypothesis the results appear to indicate a significant increase in conservative values regardless of participant's initial political orientation and the political campaign advertisement they were exposed to.

A neuropsychological investigation of decisional certainty

The certainty that one feels following a decision increases decision-making efficiency, but can also result in decreased decision accuracy. In the current study, a neuropsychological approach was used to examine the impact of damage to the ventromedial prefrontal cortex (vmPFC) on core psychological processes promoting decision certainty: selective exposure, overconfidence, and decisiveness. Given previous research demonstrating that vmPFC damage disrupts the generation of negative emotional (somatic) states that have been associated with selective exposure and overconfidence, it was hypothesized that damage to the vmPFC would disrupt engagement in selective exposure, decrease overconfidence, and increase indecision. Individuals with vmPFC damage exhibited increased indecision, but contrary to our hypothesis, engaged in similar levels of selective exposure and overconfidence as the comparison groups. These results indicate that indecision may be an important psychological mechanism involved in decision-making impairments associated with vmPFC injury. The results also suggest that the vmPFC may not be critical for selective exposure or overconfidence, which provides support for a recent "desirability" account of selective exposure.

Neuroelectrical correlates of trustworthiness and dominance judgments related to the observation of political candidates

The present research investigates the neurophysiological activity elicited by fast observations of faces of real candidates during simulated political elections. We used simultaneous recording of electroencephalographic (EEG) signals as well as galvanic skin response (GSR) and heart rate (HR) as measurements of central and autonomic nervous systems. Twenty healthy subjects were asked to give judgments on dominance, trustworthiness, and a preference of vote related to the politicians' faces. We used high-resolution EEG techniques to map statistical differences of power spectral density (PSD) cortical activity onto a realistic head model as well as partial directed coherence (PDC) and graph theory metrics to estimate the functional connectivity networks and investigate the role of cortical regions of interest (ROIs). Behavioral results revealed that judgment of dominance trait is the most predictive of the outcome of the simulated elections. Statistical comparisons related to PSD and PDC values highlighted an asymmetry in the activation of frontal cortical areas associated with the valence of the judged trait as well as to the probability to cast the vote. Overall, our results highlight the existence of cortical EEG features which are correlated with the prediction of vote and with the judgment of trustworthy and dominant faces.

Neural correlate of human reciprocity in social interactions

Reciprocity plays a key role maintaining cooperation in society. However, little is known about the neural process that underpins human reciprocity during social interactions. Our neuroimaging study manipulated partner identity (computer, human) and strategy (random, tit-for-tat) in repeated prisoner's dilemma games and investigated the neural correlate of reciprocal interaction with humans. Reciprocal cooperation with humans but exploitation of computers by defection was associated with activation in the left amygdala. Amygdala activation was also positively and negatively correlated with a preference change for human partners following tit-for-tat and random strategies, respectively. The correlated activation represented the intensity of positive feeling toward reciprocal and negative feeling toward non-reciprocal partners, and so reflected reciprocity in social interaction. Reciprocity in social interaction, however, might plausibly be misinterpreted and so we also examined the neural coding of insight into the reciprocity of partners. Those with and without insight revealed differential brain activation across the reward-related circuitry (i.e., the right middle dorsolateral prefrontal cortex and dorsal caudate) and theory of mind (ToM) regions [i.e., ventromedial prefrontal cortex (VMPFC) and precuneus]. Among differential activations, activation in the precuneus, which accompanied deactivation of the VMPFC, was specific to those without insight into human partners who were engaged in a tit-for-tat strategy. This asymmetric (de)activation might involve specific contributions of ToM regions to the human search for reciprocity. Consequently, the intensity of emotion attached to human reciprocity was represented in the amygdala, whereas insight into the reciprocity of others was reflected in activation across the reward-related and ToM regions. This suggests the critical role of mentalizing, which was not equated with reward expectation during social interactions.

Decision making: from neuroscience to psychiatry

Adaptive behaviors increase the likelihood of survival and reproduction and improve the quality of life. However, it is often difficult to identify optimal behaviors in real life due to the complexity of the decision maker's environment and social dynamics. As a result, although many different brain areas and circuits are involved in decision making, evolutionary and learning solutions adopted by individual decision makers sometimes produce suboptimal outcomes. Although these problems are exacerbated in numerous neurological and psychiatric disorders, their underlying neurobiological causes remain incompletely understood. In this review, theoretical frameworks in economics and machine learning and their applications in recent behavioral and neurobiological studies are summarized. Examples of such applications in clinical domains are also discussed for substance abuse, Parkinson's disease, attention-deficit/hyperactivity disorder, schizophrenia, mood disorders, and autism. Findings from these studies have begun to lay the foundations necessary to improve diagnostics and treatment for various neurological and psychiatric disorders.

Anterior insula activity predicts the influence of positively framed messages on decision making

The neural mechanisms underlying the influence of persuasive messages on decision making are largely unknown. We address this issue using event-related fMRI to investigate how informative messages alter risk appraisal during choice. Participants performed the Iowa Gambling Task while viewing a positively framed, negatively framed, or control message about the options. The right anterior insula correlated with improvement in choice behavior due to the positively framed but not the negatively framed message. With the positively framed message, there was increased activation proportional to message effectiveness when less-preferred options were chosen, consistent with a role in the prediction of adverse outcomes. In addition, the dorsomedial and the left dorsolateral prefrontal cortex correlated with overall decision quality, regardless of message type. The dorsomedial region mediated the relationship between the right anterior insula and decision quality with the positively framed messages. These findings suggest a network of frontal brain regions that integrate informative messages into the evaluation of options during decision making. Supplemental procedures and results for this article may be downloaded from http://cabn.psychonomic-journals.org/content/supplemental.

Neuromarketing: the hope and hype of neuroimaging in business

The application of neuroimaging methods to product marketing - neuromarketing - has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released - when it is just an idea being developed.