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Brain mechanisms of persuasion: how ‘expert power’ modulates memory and attitudes
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Human behaviour is affected by various forms of persuasion. The general persuasive effect of high expertise of the communicator, often referred to as 'expert power', is well documented. We found that a single exposure to a combination of an expert and an object leads to a long-lasting positive effect on memory for and attitude towards the object. Using functional magnetic resonance imaging, we probed the neural processes predicting these behavioural effects. Expert context was associated with distributed left-lateralized brain activity in prefrontal and temporal cortices related to active semantic elaboration. Furthermore, experts enhanced subsequent memory effects in the medial temporal lobe (i.e. in hippocampus and parahippocampal gyrus) involved in memory formation. Experts also affected subsequent attitude effects in the caudate nucleus involved in trustful behaviour, reward processing and learning. These results may suggest that the persuasive effect of experts is mediated by modulation of caudate activity resulting in a re-evaluation of the object in terms of its perceived value. Results extend our view of the functional role of the dorsal striatum in social interaction and enable us to make the first steps toward a neuroscientific model of persuasion.
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“b) how much the advice changes our opinion (e.g., valuing an option more highly after it is endorsed by an expert) 50, 51”
From The social brain and reward: Social information processing in the human striatum (2014) · cites this paper as [51]
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“Studies have shown that information from experts can 418 enhance subsequent memory effects (Klucharev et al., 2008) and decision-making processes 419”
González-Morales, A., Mitrović, J., & Garcia, R. (2020) · European Research on Management and Business Economics · doi:10.1016/j.iedeen.2020.05.001 · Cited by 16
On the importance of social integration for minority targeting effectiveness
Antioco, M., Vanhamme, J., Hardy, A., & Bernardin, L. (2012) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2012.08.001 · Cited by 24
Communication neuroscience as a tool for health psychologists.
Falk, E. B. (2010) · Health Psychology · doi:10.1037/a0020427 · Cited by 24
“They use this technology to provide insight about the low-level attention processes through which individuals at highest risk (in this case, smokers) disengage from self-relevant health messages (threatening and nonthreatening smoking images).”
BackgroundNeuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research
Daugherty, T., & Hoffman, E. L. (2016) · Springer eBooks · doi:10.1007/978-3-319-45609-6_2 · Cited by 23
Dieffenbach, M. C., Gillespie, G. S. R., Burns, S. M., McCulloh, I., Ames, D. L., Dagher, M. M., Falk, E. B., & Lieberman, M. D. (2020) · Social Cognitive and Affective Neuroscience · doi:10.1093/scan/nsaa115 · Cited by 29
“Prior fMRI and fNIRS studies have also demonstrated a positive association between dmPFC activity and perceptions of the effectiveness of persuasive messages (Klucharev et al., 2008; Falk et al., 2010 2013; Burns et al., 2019).”
BackgroundHow celebrity status and gaze direction in ads drive visual attention to shape consumer decisions
D’Ambrogio, S., Werksman, N., Platt, M. L., & Johnson, E. N. (2022) · Psychology and Marketing · doi:10.1002/mar.21772 · Cited by 29
How to Conduct Valuable Marketing Research With Neurophysiological Tools
Alcañiz, J. E. B., Boksem, M. A. S., Casado‐Aranda, L., de Madariaga, J. G., Gier‐Reinartz, N. R., Guerreiro, J., Loureiro, S. M. C., Kakaria, S., Smidts, A., & Wedel, M. (2025) · Psychology and Marketing · doi:10.1002/mar.70002 · Cited by 24
“For example, a study by Klucharev et al. (2008) tested the effects of source expertise on memory of and attitude towards the product.”
Self-citationCloud computing for brain segmentation - a perspective from the technology and evaluations
Chang, V. I. C. (2014) · International Journal of Big Data Intelligence · doi:10.1504/ijbdi.2014.066954 · Cited by 21
“Experimental results also agree with existing theories [16-22].”
BackgroundResultIdentifying the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology
Al-Kwifi, O. S., Gelaidan, H. M., & Fetais, A. H. M. A. (2020) · Journal of Islamic marketing · doi:10.1108/jima-01-2020-0026 · Cited by 21
Frontal ERP slow waves during memory encoding are associated with affective attitude formation
Forester, G., Halbeisen, G., Walther, E., & Kamp, S. (2020) · International Journal of Psychophysiology · doi:10.1016/j.ijpsycho.2020.11.003 · Cited by 19
Morandini, J. S., Dacosta, L., & Dar‐Nimrod, I. (2021) · Scientific Reports · doi:10.1038/s41598-021-94479-9 · Cited by 18
Neurophysiological Measurements of Memorization and Pleasantness in Neuromarketing Experiments
Vecchiato, G., & Babiloni, F. (2011) · Lecture notes in computer science · doi:10.1007/978-3-642-25775-9_28 · Cited by 17
“Researchers within the consumer neuroscience community promote the view that findings and methods from neuroscience complement and illuminate existing knowledge in consumer research in order to better understand consumer behaviour [8, 9].”
BackgroundFalk, E. B. (2012) · ScholarlyCommons (University of Pennsylvania) · Cited by 17
The Neural Basis of Changing Social Norms through Persuasion
Yomogida, Y., Matsumoto, M., Aoki, R., Sugiura, A., Phillips, A. N., & Matsumoto, K. (2017) · Scientific Reports · doi:10.1038/s41598-017-16572-2 · Cited by 21
Cao, C. C., & Reimann, M. (2020) · Frontiers in Psychology · doi:10.3389/fpsyg.2020.550204 · Cited by 20
Neurociencia y comportamiento del consumidor
Rodríguez, A. M. B., Duque, P., & Villegas, V. L. M. (2022) · Cuadernos Latinoamericanos de Administración · doi:10.18270/cuaderlam.v18i35.3855 · Cited by 16
Watanuki, S. (2022) · Frontiers in Neuroscience · doi:10.3389/fnins.2022.984647 · Cited by 17
Cherubino, P., Caratù, M., Modica, E., Rossi, D., Trettel, A., Maglione, A. G., Casa, R. D., Dall’Olio, M., Quadretti, R., & Babiloni, F. (2017) · Springer proceedings in business and economics · doi:10.1007/978-3-319-62938-4_19 · Cited by 16
Health Communications: Predicting Behavior Change from the Brain
Cascio, C. N., Cin, S. D., & Falk, E. B. (2013) · Springer eBooks · doi:10.1007/978-1-4614-6852-3_4 · Cited by 16
“Expert influence was associated with increased left lateralized brain activity, medial temporal lobe, and caudate nucleus activity (Klucharev et al. 2008); these regions are believed to be involved in semantic elaboration, memory formation, and trusting behavior, respectively (Klucharev et al.”
BackgroundInfluentialLangner, T., & Eisend, M. (2011) · Gabler eBooks · doi:10.1007/978-3-8349-6854-8_29 · Cited by 15
Media Psychophysiology: The Brain and Beyond
Bartholow, B. D., & Bolls, P. D. (2013) · Oxford University Press eBooks · doi:10.1093/oxfordhb/9780195398809.013.0027 · Cited by 15
Lee, H., & Chung, D. (2022) · Frontiers in Psychiatry · doi:10.3389/fpsyt.2022.846535 · Cited by 26
“Klucharev et al. (89) suggested that presenting an object paired with an expert enhances memory performance and moreover has a positive impact on the attitude toward the object.”
BackgroundPilot Expertise and Hippocampal Size: Associations with Longitudinal Flight Simulator Performance
Adamson, M. M., Bayley, P. J., Scanlon, B. K., Farrell, M. E., Hernandez, B., Weiner, M. W., Yesavage, J. A., & Taylor, J. L. (2012) · Aviation Space and Environmental Medicine · doi:10.3357/asem.3215.2012 · Cited by 14
“In addition, several longitudinal studies have suggested a more causative link between structural and functional changes in the hippocampus and extensive training in domains such as music (16), architecture (18), persuasive communication (19), and juggling (5).”
BackgroundCloud Computing for Brain Segmentation Technology
Chang, V. I. C. (2013) · IEEE International Conference on Cloud Computing Technology and Science · doi:10.1109/cloudcom.2013.110 · Cited by 14
“Experimental results also agree with existing theories [16, 17, 18, 19, 20, 21, 22].”
BackgroundResultCognitive neuroscience techniques in determining the right time of advertising
Alsakaa, A. A., Borawska, A., Borawski, M., Łatuszyńska, M., Piwowarski, M., Babiloni, F., & Nermend, K. (2020) · IOP Conference Series Materials Science and Engineering · doi:10.1088/1757-899x/671/1/012033 · Cited by 13
Validating Knowledge Filtering Processes in Electronic Networks of Practice
Meservy, T. O., Fadel, K. J., Meservy, R. D., Doxey, C. R., & Kirwan, C. B. (2016) · Lecture notes in information systems and organisation · doi:10.1007/978-3-319-41402-7_2 · Cited by 12
Metadata
- Authors
- Klucharev, V., Smidts, A., & Fernández, G.
- Affiliations
- Radboud University Nijmegen (NL)
- Venue
- Social Cognitive and Affective Neuroscience
- Publisher
- Oxford University Press (OUP)
- Published
- 2008-08-07
- Volume
- 3
- Issue
- 4
- Pages
- 353-366
- ISSN
- 1749-5016 (ISSN-L)
- 1749-5024
- PMC
- PMC2607059
- OpenAlex
- W1942325435
- Cited by
- 210
- References
- 84
- Citations by year
- 2026: 8 · 2025: 6 · 2024: 22 · 2023: 8 · 2022: 13 · 2021: 14 · 2020: 17 · 2019: 8 · 2018: 11 · 2017: 16 · 2016: 16 · 2015: 17 · 2014: 6 · 2013: 15 · 2012: 15
- FWCI
- 19.61
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Social Cognitive and Affective Neuroscience (publishedVersion, cc-by-nc)
- PubMed Central (publishedVersion)
- PubMed (publishedVersion)
- EUR Research Repository (Erasmus University Rotterdam) (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- ERIM Report Series Research in Management (submittedVersion)
- SSRN Electronic Journal (submittedVersion)
- EUR Research Repository (Erasmus University Rotterdam) (submittedVersion)
- RePub (Erasmus University Rotterdam) (submittedVersion, other-oa)
- Topics
- Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Life Sciences › Neuroscience › Cognitive Neuroscience › Neural and Behavioral Psychology Studies
- Keywords
- persuasion, expert power, attitude change, memory enhancement, caudate nucleus, dorsal striatum, hippocampus, parahippocampal gyrus, medial temporal lobe, semantic elaboration, trust, reward processing, social interaction
- MeSH terms
- Association Learning, Attitude, Brain, Brain Mapping, Female, Humans, Image Processing, Computer-Assisted, Magnetic Resonance Imaging, Memory, Oxygen, Persuasive Communication, Photic Stimulation, Young Adult
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