Neural mechanisms of expert persuasion on willingness to pay for sugar.

Autor:	Ntoumanis I; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Davydova A; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Sheronova J; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Panidi K; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Kosonogov V; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Shestakova AN; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia., Jääskeläinen IP; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia.; Brain and Mind Laboratory, Department of Neuroscience and Biomedical Engineering, Aalto University School of Science, Espoo, Finland., Klucharev V; International Laboratory of Social Neurobiology, Institute for Cognitive Neuroscience, HSE University, Moscow, Russia.
Jazyk:	angličtina
Zdroj:	Frontiers in behavioral neuroscience [Front Behav Neurosci] 2023 Mar 13; Vol. 17, pp. 1147140. Date of Electronic Publication: 2023 Mar 13 (Print Publication: 2023).
DOI:	10.3389/fnbeh.2023.1147140
Abstrakt:	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. Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. (Copyright © 2023 Ntoumanis, Davydova, Sheronova, Panidi, Kosonogov, Shestakova, Jääskeläinen and Klucharev.)
Databáze:	MEDLINE
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