Although persuasive messages often alter people9s 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 (<i>r</i> = 0.49, <i>p</i> &lt; 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.

E. B. Falk

E. T. Berkman

T. Mann

B. Harrison

M. D. Lieberman

Journal of Neuroscience

JNEUROSCI (ISSN 0270-6474) 是神经科学学会的官方期刊。它由协会每周出版，一年五十周，一年一卷。 JNEUROSCI 发表的论文涉及神经系统研究人员普遍感兴趣的广泛主题。作者现在可以为其发表的文章提供开放选择选项

The Journal of Neuroscience (ISSN 0270-6474) is the official journal of the Society for Neuroscience. It is published weekly, with fifty issues per year, forming one volume annually. The journal publishes papers covering a wide range of topics of interest to researchers in the field of neuroscience. Authors now have the option to provide open access for their published articles.

《Journal of Neuroscience》（ISSN 0270-6474）是神经科学学会的官方期刊。该期刊每周出版一次，每年出版五十期，形成一卷。期刊发表的论文涵盖了神经系统研究领域的广泛主题，旨在满足研究人员的兴趣。此外，作者现在可以为其发表的文章选择开放获取选项。

Predicting Persuasion-Induced Behavior Change from the Brain

It is demonstrated that neural responses to persuasive messages can predict variability in behavior change in the subsequent week, the first functional magnetic resonance imaging study to demonstrate that a neural signal can predict complex real world behavior days in advance.

Category	Quartile
医学	2
医学, 神经科学	2

Predicting Persuasion-Induced Behavior Change from the Brain

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