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Morality in advertising: An fMRI study on persuasion in communication

F. Simmank, M. Avram, K. Fehse, T. Sander, Y. Zaytseva, M. Paolini, Y. Bao, S. Silveira

. 2020 ; 9 (5) : 629-643. [pub] 20200608

Jazyk angličtina Země Austrálie

Typ dokumentu časopisecké články

Perzistentní odkaz   https://www.medvik.cz/link/bmc21020082

Grantová podpora
Hanns-Seidel Foundation
31371018 National Natural Science Foundation of China
31771213 National Natural Science Foundation of China
Parmenides Foundation
research scholarship of the Bayerische Forschungsstiftung

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.

Citace poskytuje Crossref.org

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