ArticleSocial cognitive and affective neuroscience2023
Gain/loss framing moderates the VMPFC's response to persuasive messages when behaviors have personal outcomes.
Article in Social cognitive and affective neuroscience, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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Who cites it
5 citing papers in PubMed.
- Effectiveness of message framing on pulmonary rehabilitation behavior for lung cancer surgery patients: Randomized controlled trial.Supportive care in cancer : official journal of the Multinational Association of Supportive Care in Cancer · 2025Trial
- Exploring the impact of message framing and physical activity levels on the effectiveness of health communication and its underlying cognitive processes.BMC psychology · 2026Article
- From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices.Behavioral sciences (Basel, Switzerland) · 2025Article
- Pictorial warning labels reduce sharing intentions, blunt self-relevance processes elicited by social media posts promoting cannabis edibles.The Journal of communication · 2025Article
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Authors and funding
5 authors.
Funding
Abstract
Activity within the ventral medial prefrontal cortex (VMPFC) during encoding of persuasive messages has been shown to predict message-consistent behaviors both within scanner samples and at the population level. This suggests that neuroimaging can aid in the development of better persuasive messages, but little is known about how the brain responds to different message features. Building on past findings, the current study found that gain-framed persuasive messages elicited more VMPFC activation than loss-framed messages, but only when messages addressed outcomes that would be experienced by participants directly. Participants also perceived gain-framed messages as more effective than loss-framed messages, and self-reported perceptions of message effectiveness were positively correlated with VMPFC activation. These results support theories that VMPFC activity during message encoding indexes perceptions of value and self-relevance and demonstrate that established theories of persuasion can improve the understanding of the neural correlates of persuasion.
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