Journal
JOURNAL OF NEUROSCIENCE
Volume 30, Issue 25, Pages 8421-8424Publisher
SOC NEUROSCIENCE
DOI: 10.1523/JNEUROSCI.0063-10.2010
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Funding
- NIDA NIH HHS [F31 DA024904-01A1, F31 DA024904] Funding Source: Medline
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Although persuasive messages often alter people's self-reported attitudes and intentions to perform behaviors, these self-reports do not necessarily predict behavior change. We demonstrate that neural responses to persuasive messages can predict variability in behavior change in the subsequent week. Specifically, an a priori region of interest (ROI) in medial prefrontal cortex (MPFC) was reliably associated with behavior change (r = 0.49, p < 0.05). Additionally, an iterative cross-validation approach using activity in this MPFC ROI predicted an average 23% of the variance in behavior change beyond the variance predicted by self-reported attitudes and intentions. Thus, neural signals can predict behavioral changes that are not predicted from self-reported attitudes and intentions alone. Additionally, this is the first functional magnetic resonance imaging study to demonstrate that a neural signal can predict complex real world behavior days in advance.
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