Neural mechanisms of expert persuasion on willingness to pay for sugar
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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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en
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15
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Frontiers in Behavioral Neuroscience, Volume 17, pp. 1-15
Abstract
Introduction: Sugar consumption is associated with many negative health consequences. It is, therefore, important to understand what can effectively influence individuals to consume less sugar. We recently showed that a healthy eating call by a health expert can significantly decrease the willingness to pay (WTP) for sugar-containing food. Here, we investigate which aspects of neural responses to the same healthy eating call can predict the efficacy of expert persuasion. Methods: Forty-five healthy participants performed two blocks of a bidding task, in which they had to bid on sugar-containing, sugar-free and non-edible products, while their electroencephalography (EEG) was recorded. In between the two blocks, they listened to a healthy eating call by a nutritionist emphasizing the risks of sugar consumption. Results: We found that after listening to the healthy eating call, participants significantly decreased their WTP for sugar-containing products. Moreover, a higher intersubject correlation of EEG (a measure of engagement) during listening to the healthy eating call resulted in a larger decrease in WTP for sugar-containing food. Whether or not a participant’s valuation of a product was highly influenced by the healthy eating call could also be predicted by spatiotemporal patterns of EEG responses to the healthy eating call, using a machine learning classification model. Finally, the healthy eating call increased the amplitude of the P300 component of the visual event-related potential in response to sugar-containing food. Disussion: Overall, our results shed light on the neural basis of expert persuasion and demonstrate that EEG is a powerful tool to design and assess health-related advertisements before they are released to the public.Description
Funding Information: This study was supported by the International Laboratory of Social Neurobiology ICN HSE RF Government grant ag. no. 075-15-2022-1037. Publisher Copyright: Copyright © 2023 Ntoumanis, Davydova, Sheronova, Panidi, Kosonogov, Shestakova, Jääskeläinen and Klucharev.
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Ntoumanis, I, Davydova, A, Sheronova, J, Panidi, K, Kosonogov, V, Shestakova, A N, Jääskeläinen, I P & Klucharev, V 2023, 'Neural mechanisms of expert persuasion on willingness to pay for sugar', Frontiers in Behavioral Neuroscience, vol. 17, 1147140, pp. 1-15. https://doi.org/10.3389/fnbeh.2023.1147140