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| How can persuasion be more effective? Research evidence based on cognitive neuroscience |
| YUE Tong1, WU Na2, CHEN Guodong3, HUANG Xiting1 |
1 Research Center for Psychology and Social Development, Southwest University; School of Psychology, Southwest University, Chongqing 400715;
2 Faculty of Education Yunnan University, Chongqing 400715;
3 Tianjin Electronic Information College, Tianjin 300350 |
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Abstract Persuasion refers to the formation or change of an individual’s attitude by processing information related to the object of attitude based on information exchange. From the perspective of the neural response index （i.e., the activation of the medial prefrontal cortex and its secondary components）, whether persuasion content has enough value for individuals to realize its benefits or self-relevance is the core factor that determines the success of persuasion. Many methods have been developed to improve the effectiveness of persuasion by improving the persuaders’ understanding of the value of the persuasion content or promoting their self-internalization process. In the future, we need to further explore the dynamic cognitive neural processing mechanism of persuasion, expand the scope of persuasion research, and pay attention to the cultural differences in theory and application practice.
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