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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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“…esta manera las marcas turísticas a las marcas comerciales y utilizando la atención a la publicidad como se ha hecho entre otros en los estudios de Klucharev et al. (2008); todo ello con el objetivo de conocer los mecanismos cerebrales que subyacen en este caso a los apoyos de famosos a la marca…”
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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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