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What drives the liking of video advertisements? The authors analyzed neural signals during ad exposure from three functional magnetic resonance imaging (fMRI) data sets (113 participants from two countries watching 85 video ads) with automated meta-analytic decoding (Neurosynth). These brain-based measures of psychological processes—including perception and language (information processing), executive function and memory (cognitive functions), and social cognition and emotion (social-affective response)—predicted subsequent self-report ad liking, with emotion and memory being the earliest predictors after the first three seconds. Over the span of ad exposure, while the predictiveness of emotion peaked early and fell, that of social cognition had a peak-and-stable pattern, followed by a late peak of predictiveness in perception and executive function. At the aggregate level, neural signals—especially those associated with social-affective response—improved the prediction of out-of-sample ad liking compared with traditional anatomically based neuroimaging analysis and self-report liking. Finally, early-onset social-affective response predicted population ad liking in a behavioral replication. Overall, this study helps delineate the psychological mechanisms underlying ad processing and ad liking and proposes a novel neuroscience-based approach for generating psychological insights and improving out-of-sample predictions. [ABSTRACT FROM AUTHOR]

Social neuroscience research has demonstrated that those who are like-minded are also 'like-brained.' Studies have shown that people who share similar viewpoints have greater neural synchrony with one another, and less synchrony with people who 'see things differently.' Although these effects have been demonstrated at the 'group level,' little work has been done to predict the viewpoints of specific 'individuals' using neural synchrony measures. Furthermore, the studies that have made predictions using synchrony-based classification at the individual level used expensive and immobile neuroimaging equipment (e.g. functional magnetic resonance imaging) in highly controlled laboratory settings, which may not generalize to real-world contexts. Thus, this study uses a simple synchrony-based classification method, which we refer to as the 'neural reference groups' approach, to predict individuals' dispositional attitudes from data collected in a mobile 'pop-up neuroscience' lab. Using functional near-infrared spectroscopy data, we predicted individuals' partisan stances on a sociopolitical issue by comparing their neural timecourses to data from two partisan neural reference groups. We found that partisan stance could be identified at above-chance levels using data from dorsomedial prefrontal cortex. These results indicate that the neural reference groups approach can be used to investigate naturally occurring, dispositional differences anywhere in the world.

ObjectivePrioritizing self-transcendent values such as family and friends more than nontranscendent values such as wealth and privilege is associated with lower stress response. In this study, we tested whether having self-transcendent values can reduce specific responses in the brain in the context of potentially threatening health communications.MethodsSedentary adults (N = 67) who would likely feel threatened by health messages that highlight the risk of sedentary behavior were recruited. Participants indicated the degree to which they prioritize self-transcendent values more than nontranscendent values. Using functional magnetic resonance imaging, participants' neural responses to health messages were assessed within neural regions implicated in threat responses, including bilateral amygdala and anterior insula (AI).ResultsA tendency to prioritize self-transcendent more than nontranscendent values was associated with lower reactivity during exposure to health messages within anatomically defined regions of left amygdala (t(55) = -2.66, p = .010, 95% confidence interval [CI] = -0.08 to -0.01), right amygdala (t(55) = -2.22, p = .031, 95% CI = -0.06 to 0.0), and left AI (t(55) = -2.17, p = .034, 95% CI = -0.04 to 0.0), as well as a mask functionally defined to be associated with "threat" using an automated meta-analysis (t(55) = -2.04, p = .046, 95% CI = -0.05 to 0.0). No significant effect was obtained within the right AI (t(55) = -1.38, p = .17, 95% CI = -0.04 to .01). These effects were partially enhanced by reinforcing important values through self-affirmation, remained significant after accounting for self-reported social connection, and were specific to health message processing (versus generic self-related information).ConclusionsAttenuated neural reactivity to potentially threatening health messages may be a novel way that prioritizing self-transcendent values could lead to positive health behaviors.

Designing persuasive content is challenging, in part because people can be poor predictors of their actions. Medial prefrontal cortex (MPFC) activation during message exposure reliably predicts downstream behavior, but past work has been largely atheoretical. We replicated past results on this relationship and tested two additional framing effects known to alter message receptivity. First, we examined gain- vs. loss-framed reasons for a health behavior (sunscreen use). Consistent with predictions from prospect theory, we observed greater MPFC activity to gain- vs. loss-framed messages, and this activity was associated with behavior. This relationship was stronger for those who were not previously sunscreen users. Second, building on theories of action planning, we compared neural activity during messages regarding how vs. why to enact the behavior. We observed rostral inferior parietal lobule and posterior inferior frontal gyrus activity during action planning ("how" messages), and this activity was associated with behavior; this is in contrast to the relationship between MPFC activity during the "why" (i.e., gain and loss) messages and behavior. These results reinforce that persuasion occurs in part via self-value integration-seeing value and incorporating persuasive messages into one's self-concept-and extend this work to demonstrate how message framing and action planning may influence this process.

How do people acquire knowledge about which individuals belong to different cliques or communities? And to what extent does this learning process differ from the process of learning higher-order information about complex associations between nonsocial bits of information? Here, the authors use a paradigm in which the order of stimulus presentation forms temporal associations between the stimuli, collectively constituting a complex network. They examined individual differences in the ability to learn community structure of networks composed of social versus nonsocial stimuli. Although participants were able to learn community structure of both social and nonsocial networks, their performance in social network learning was uncorrelated with their performance in nonsocial network learning. In addition, social traits, including social orientation and perspective-taking, uniquely predicted the learning of social community structure but not the learning of nonsocial community structure. Taken together, the results suggest that the process of learning higher-order community structure in social networks is partially distinct from the process of learning higher-order community structure in nonsocial networks. The study design provides a promising approach to identify neurophysiological drivers of social network versus nonsocial network learning, extending knowledge about the impact of individual differences on these learning processes.

Objective: Understanding the drivers of political violence is critical, given the destructive consequences it has on the fabric of society. Prior work has established the importance of situational and dispositional predictors of political violence, such as search for significance and meaning and experiencing trauma. However, these predictors do not fully account for one of its most worrisome ingredients—the tendency to feel aggrieved and to express that grievance violently. Here, we examine how trait victimhood undergirds individuals' support for, and engagement with, political violence among Democrats and Republicans in the United States. Method: In Study 1 (N = 393), we examined the predictive power of trait victimhood on support for political violence. In Study 2 (N = 1,000), we tested the same model among a nationally representative sample of U.S. partisans with (self-reported) real-world participation in political violence. In Study 3 (N = 824), we experimentally examined whether inducing intergroup competitive victimhood increases support for political violence, as a function of trait victimhood. Results: In Studies 1–2, trait victimhood strongly predicted support for political violence—an association mediated through intergroup competitive victimhood beliefs. The association between search for meaning and support for violence was also moderated by trait victimhood. In Study 3, the intergroup competitive victimhood manipulation significantly increased support for political violence only among high trait victimhood participants. Conclusion: These results illustrate the importance of trait victimhood—a psychological mechanism that has been undervalued in this context—as a critical psychological force underlying political violence. [ABSTRACT FROM AUTHOR]

Self-affirmation theory posits that people are motivated to maintain a positive self-view and that threats to perceived self-competence are met with resistance. When threatened, self-affirmations can restore self-competence by allowing individuals to reflect on sources of self-worth, such as core values. Many questions exist, however, about the underlying mechanisms associated with self-affirmation. We examined the neural mechanisms of self-affirmation with a task developed for use in a functional magnetic resonance imaging environment. Results of a region of interest analysis demonstrated that participants who were affirmed (compared with unaffirmed participants) showed increased activity in key regions of the brain's self-processing (medial prefrontal cortex + posterior cingulate cortex) and valuation (ventral striatum + ventral medial prefrontal cortex) systems when reflecting on future-oriented core values (compared with everyday activities). Furthermore, this neural activity went on to predict changes in sedentary behavior consistent with successful affirmation in response to a separate physical activity intervention. These results highlight neural processes associated with successful self-affirmation, and further suggest that key pathways may be amplified in conjunction with prospection.

Health communications can be an effective way to increase positive health behaviors and decrease negative health behaviors; however, those at highest risk are often most defensive and least open to such messages. For example, increasing physical activity among sedentary individuals affects a wide range of important mental and physical health outcomes, but has proven a challenging task. Affirming core values (i.e., self-affirmation) before message exposure is a psychological technique that can increase the effectiveness of a wide range of interventions in health and other domains; however, the neural mechanisms of affirmation's effects have not been studied. We used functional magnetic resonance imaging (fMRI) to examine neural processes associated with affirmation effects during exposure to potentially threatening health messages. We focused on an a priori defined region of interest (ROI) in ventromedial prefrontal cortex (VMPFC), a brain region selected for its association with self-related processing and positive valuation. Consistent with our hypotheses, those in the self-affirmation condition produced more activity in VMPFC during exposure to health messages and went on to increase their objectively measured activity levels more. These findings suggest that affirmation of core values may exert its effects by allowing at-risk individuals to see the self-relevance and value in otherwise-threatening messages.

Social connection is a fundamental human need. As such, people's brains are sensitized to social cues, such as those carried by language, and to promoting social communication. The neural mechanisms of certain key building blocks in this process, such as receptivity to and reproduction of social language, however, are not known. We combined quantitative linguistic analysis and neuroimaging to connect neural activity in brain regions used to simulate the mental states of others with exposure to, and re-transmission of, social language. Our results link findings on successful idea transmission from communication science, sociolinguistics and cognitive neuroscience to prospectively predict the degree of social language that participants utilize when re-transmitting ideas as a function of 1) initial language inputs and 2) neural activity during idea exposure.