Morality in advertising: An fMRI study on persuasion in communication.
advertising slogans
domain-independence
moral judgment
subjective value
temporoparietal junction
Journal
PsyCh journal
ISSN: 2046-0260
Titre abrégé: Psych J
Pays: Australia
ID NLM: 101598595
Informations de publication
Date de publication:
Oct 2020
Oct 2020
Historique:
received:
25
06
2018
revised:
01
11
2019
accepted:
11
11
2019
pubmed:
10
6
2020
medline:
28
4
2021
entrez:
10
6
2020
Statut:
ppublish
Résumé
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.
Types de publication
Journal Article
Langues
eng
Sous-ensembles de citation
IM
Pagination
629-643Subventions
Organisme : Hanns-Seidel Foundation
Organisme : National Natural Science Foundation of China
ID : 31371018
Organisme : National Natural Science Foundation of China
ID : 31771213
Organisme : Parmenides Foundation
Organisme : research scholarship of the Bayerische Forschungsstiftung
Informations de copyright
© 2020 The Institute of Psychology, Chinese Academy of Sciences and John Wiley & Sons Australia, Ltd.
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