Social connection is a fundamental human need. As such, peoples brains are sensitized to social cues, such as those carried by language, and to promoting social communication. The neural mechanisms of certain key building blocks in this process, such as receptivity to and reproduction of social language, however, are not known. We combined quantitative linguistic analysis and neuroimaging to connect neural activity in brain regions used to simulate the mental states of others with exposure to, and re-transmission of, social language. Our results link findings on successful idea transmission from communication science, sociolinguistics and cognitive neuroscience to prospectively predict the degree of social language that participants utilize when re-transmitting ideas as a function of 1) initial language inputs and 2) neural activity during idea exposure.

What happens in the mind of a person who first hears a potentially exciting idea?We examined the neural precursors of spreading ideas with enthusiasm, and dissected enthusiasm into component processes that can be identified through automated linguistic analysis, gestalt human ratings of combined linguistic and non-verbal cues, and points of convergence/divergence between the two. We combined tools from natural language processing (NLP) with data gathered using fMRI to link the neurocognitive mechanisms that are set in motion during initial exposure to ideas and subsequent behaviors of these message communicators outside of the scanner. Participants' neural activity was recorded as they reviewed ideas for potential television show pilots. Participants' language from video-taped interviews collected post-scan was transcribed and given to an automated linguistic sentiment analysis (SA) classifier, which returned ratings for evaluative language (evaluative vs. descriptive) and valence (positive vs. negative). Separately, human coders rated the enthusiasm with which participants transmitted each idea. More positive sentiment ratings by the automated classifier were associated with activation in neural regions including medial prefrontal cortex; MPFC, precuneus/posterior cingulate cortex; PC/PCC, and medial temporal lobe; MTL. More evaluative, positive, descriptions were associated exclusively with neural activity in temporal-parietal junction (TPJ). Finally, human ratings indicative of more enthusiastic sentiment were associated with activation across these regions (MPFC, PC/PCC, DMPFC, TPJ, and MTL) as well as in ventral striatum (VS), inferior parietal lobule and premotor cortex. Taken together, these data demonstrate novel links between neural activity during initial idea encoding and the enthusiasm with which the ideas are subsequently delivered. This research lays the groundwork to use machine learning and neuroimaging data to study word of mouth communication and the spread of ideas in both traditional and new media environments.

Social connection is a fundamental human need. As such, people's brains are sensitized to social cues, such as those carried by language, and to promoting social communication. The neural mechanisms of certain key building blocks in this process, such as receptivity to and reproduction of social language, however, are not known. We combined quantitative linguistic analysis and neuroimaging to connect neural activity in brain regions used to simulate the mental states of others with exposure to, and re-transmission of, social language. Our results link findings on successful idea transmission from communication science, sociolinguistics and cognitive neuroscience to prospectively predict the degree of social language that participants utilize when re-transmitting ideas as a function of 1) initial language inputs and 2) neural activity during idea exposure.

Designing persuasive content is challenging, in part because people can be poor predictors of their actions. Medial prefrontal cortex (MPFC) activation during message exposure reliably predicts downstream behavior, but past work has been largely atheoretical. We replicated past results on this relationship and tested two additional framing effects known to alter message receptivity. First, we examined gain- vs. loss-framed reasons for a health behavior (sunscreen use). Consistent with predictions from prospect theory, we observed greater MPFC activity to gain- vs. loss-framed messages, and this activity was associated with behavior. This relationship was stronger for those who were not previously sunscreen users. Second, building on theories of action planning, we compared neural activity during messages regarding how vs. why to enact the behavior. We observed rostral inferior parietal lobule and posterior inferior frontal gyrus activity during action planning ("how" messages), and this activity was associated with behavior; this is in contrast to the relationship between MPFC activity during the "why" (i.e., gain and loss) messages and behavior. These results reinforce that persuasion occurs in part via self-value integration-seeing value and incorporating persuasive messages into one's self-concept-and extend this work to demonstrate how message framing and action planning may influence this process.

Goal attainment relies in part on one's ability to maintain a cognitive representation of the desired goal (goal maintenance), monitor the current state vis-à-vis the targeted end state and remain vigilant for lapses in progress (performance monitoring), and inhibit counter-goal behaviors (response inhibition). Because neurocognitive studies have typically examined these three processes in isolation from one another, little is known regarding if and how they interact during goal pursuit. However, these processes frequently co-occur during online, real-world goal pursuit. The present study employed a novel task to investigate how goal maintenance, performance monitoring, and response inhibition interact with one another. We identified functional activations distinct to each of the processes that correspond to results of prior investigations. In addition, we report interactive effects between response inhibition and goal maintenance in the dorsal anterior cingulate cortex and between performance monitoring and goal maintenance in the superior frontal gyrus and supramarginal gyrus. Implications for studying the neural systems of in situ goals include the need for both experimental designs that distinguish between process, but also more complex, realistic tasks to begin to map interactions among these neurocognitive processes and how they are altered by the presence or absence of one another.

Objective

Prioritizing self-transcendent values such as family and friends more than nontranscendent values such as wealth and privilege is associated with lower stress response. In this study, we tested whether having self-transcendent values can reduce specific responses in the brain in the context of potentially threatening health communications.

Methods

Sedentary adults (N = 67) who would likely feel threatened by health messages that highlight the risk of sedentary behavior were recruited. Participants indicated the degree to which they prioritize self-transcendent values more than nontranscendent values. Using functional magnetic resonance imaging, participants' neural responses to health messages were assessed within neural regions implicated in threat responses, including bilateral amygdala and anterior insula (AI).

Results

A tendency to prioritize self-transcendent more than nontranscendent values was associated with lower reactivity during exposure to health messages within anatomically defined regions of left amygdala (t(55) = -2.66, p = .010, 95% confidence interval [CI] = -0.08 to -0.01), right amygdala (t(55) = -2.22, p = .031, 95% CI = -0.06 to 0.0), and left AI (t(55) = -2.17, p = .034, 95% CI = -0.04 to 0.0), as well as a mask functionally defined to be associated with "threat" using an automated meta-analysis (t(55) = -2.04, p = .046, 95% CI = -0.05 to 0.0). No significant effect was obtained within the right AI (t(55) = -1.38, p = .17, 95% CI = -0.04 to .01). These effects were partially enhanced by reinforcing important values through self-affirmation, remained significant after accounting for self-reported social connection, and were specific to health message processing (versus generic self-related information).

Conclusions

Attenuated neural reactivity to potentially threatening health messages may be a novel way that prioritizing self-transcendent values could lead to positive health behaviors.

Social neuroscience research has demonstrated that those who are like-minded are also 'like-brained.' Studies have shown that people who share similar viewpoints have greater neural synchrony with one another, and less synchrony with people who 'see things differently.' Although these effects have been demonstrated at the 'group level,' little work has been done to predict the viewpoints of specific 'individuals' using neural synchrony measures. Furthermore, the studies that have made predictions using synchrony-based classification at the individual level used expensive and immobile neuroimaging equipment (e.g. functional magnetic resonance imaging) in highly controlled laboratory settings, which may not generalize to real-world contexts. Thus, this study uses a simple synchrony-based classification method, which we refer to as the 'neural reference groups' approach, to predict individuals' dispositional attitudes from data collected in a mobile 'pop-up neuroscience' lab. Using functional near-infrared spectroscopy data, we predicted individuals' partisan stances on a sociopolitical issue by comparing their neural timecourses to data from two partisan neural reference groups. We found that partisan stance could be identified at above-chance levels using data from dorsomedial prefrontal cortex. These results indicate that the neural reference groups approach can be used to investigate naturally occurring, dispositional differences anywhere in the world.

Self-affirmation theory posits that people are motivated to maintain a positive self-view and that threats to perceived self-competence are met with resistance. When threatened, self-affirmations can restore self-competence by allowing individuals to reflect on sources of self-worth, such as core values. Many questions exist, however, about the underlying mechanisms associated with self-affirmation. We examined the neural mechanisms of self-affirmation with a task developed for use in a functional magnetic resonance imaging environment. Results of a region of interest analysis demonstrated that participants who were affirmed (compared with unaffirmed participants) showed increased activity in key regions of the brain's self-processing (medial prefrontal cortex + posterior cingulate cortex) and valuation (ventral striatum + ventral medial prefrontal cortex) systems when reflecting on future-oriented core values (compared with everyday activities). Furthermore, this neural activity went on to predict changes in sedentary behavior consistent with successful affirmation in response to a separate physical activity intervention. These results highlight neural processes associated with successful self-affirmation, and further suggest that key pathways may be amplified in conjunction with prospection.

Health communications can be an effective way to increase positive health behaviors and decrease negative health behaviors; however, those at highest risk are often most defensive and least open to such messages. For example, increasing physical activity among sedentary individuals affects a wide range of important mental and physical health outcomes, but has proven a challenging task. Affirming core values (i.e., self-affirmation) before message exposure is a psychological technique that can increase the effectiveness of a wide range of interventions in health and other domains; however, the neural mechanisms of affirmation's effects have not been studied. We used functional magnetic resonance imaging (fMRI) to examine neural processes associated with affirmation effects during exposure to potentially threatening health messages. We focused on an a priori defined region of interest (ROI) in ventromedial prefrontal cortex (VMPFC), a brain region selected for its association with self-related processing and positive valuation. Consistent with our hypotheses, those in the self-affirmation condition produced more activity in VMPFC during exposure to health messages and went on to increase their objectively measured activity levels more. These findings suggest that affirmation of core values may exert its effects by allowing at-risk individuals to see the self-relevance and value in otherwise-threatening messages.

Mindful attention is characterized by acknowledging the present experience as a transient mental event. Early stages of mindfulness practice may require greater neural effort for later efficiency. Early effort may self-regulate behavior and focalize the present, but this understanding lacks a computational explanation. Here we used network control theory as a model of how external control inputs-operationalizing effort-distribute changes in neural activity evoked during mindful attention across the white matter network. We hypothesized that individuals with greater network controllability, thereby efficiently distributing control inputs, effectively self-regulate behavior. We further hypothesized that brain regions that utilize greater control input exhibit shorter intrinsic timescales of neural activity. Shorter timescales characterize quickly discontinuing past processing to focalize the present. We tested these hypotheses in a randomized controlled study that primed participants to either mindfully respond or naturally react to alcohol cues during fMRI and administered text reminders and measurements of alcohol consumption during 4 wk postscan. We found that participants with greater network controllability moderated alcohol consumption. Mindful regulation of alcohol cues, compared to ones own natural reactions, reduced craving, but craving did not differ from the baseline group. Mindful regulation of alcohol cues, compared to the natural reactions of the baseline group, involved more-effortful control of neural dynamics across cognitive control and attention subnetworks. This effort persisted in the natural reactions of the mindful group compared to the baseline group. More-effortful neural states had shorter timescales than less effortful states, offering an explanation for how mindful attention promotes being present.