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Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes

Author

Listed:
  • Klucharev, V.
  • Smidts, A.
  • Fernández, G.

Abstract

Human behavior 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 (fMRI), we probed the neural processes predicting these behavioral 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 behavior, 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.

Suggested Citation

  • Klucharev, V. & Smidts, A. & Fernández, G., 2008. "Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes," ERIM Report Series Research in Management ERS-2008-038-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
  • Handle: RePEc:ems:eureri:12784
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    File URL: https://repub.eur.nl/pub/12784/ERS-2008-038-MKT.pdf
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    Citations

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    Cited by:

    1. Rossiter, John R. & Smidts, Ale, 2012. "Print advertising: Celebrity presenters," Journal of Business Research, Elsevier, vol. 65(6), pages 874-879.
    2. Solnais, Céline & Andreu-Perez, Javier & Sánchez-Fernández, Juan & Andréu-Abela, Jaime, 2013. "The contribution of neuroscience to consumer research: A conceptual framework and empirical review," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 68-81.
    3. Chiosa Ana Raluca, 2012. "Celebrity Endorsement Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 75-79, September.
    4. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    5. Alvino, Letizia & Constantinides, Efthymios & Franco, Massimo, 2018. "Towards a better understanding of consumer behavior : Marginal utility as a parameter in neuromarketing research," Other publications TiSEM b3e61951-9032-4cb4-b075-1, Tilburg University, School of Economics and Management.
    6. Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    7. Letizia Alvino & Efthymios Constantinides & Massimo Franco, 2018. "Towards a Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 90-106, March.

    More about this item

    Keywords

    attitude; celebrities; expertise; memory encoding; neuroeconomics; persuasion; social influence;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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