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

45 Pages Posted: 18 Jul 2008

See all articles by Vasily Klucharev

Vasily Klucharev

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Radboud University Nijmegen; National Research University Higher School of Economics

A. Smidts

Erasmus Research Institute of Management (ERIM)

Guillén Fernandez

affiliation not provided to SSRN

Date Written: 16 2008 7,

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.

Keywords: persuasion, expertise, memory encoding, attitude, social influence, celebrities, neuroeconomics

JEL Classification: C44, M31, M, M37

Suggested Citation

Klucharev, Vasily and Smidts, Ale and Fernandez, Guillén, Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes (16 2008 7,). ERIM Report Series Reference No. ERS-2008-038-MKT, Available at SSRN: https://ssrn.com/abstract=1162397

Vasily Klucharev (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

Rotterdam
Netherlands

Radboud University Nijmegen ( email )

Postbus 9108
Nijmegen, 6500 HK
Netherlands

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Ale Smidts

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Guillén Fernandez

affiliation not provided to SSRN

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