�Moderation of �vmPFC Response by �Gain/Loss Framing
Matt Minich, PhD
Seeking mechanisms of persuasion
Keller, C., Ferrer, R. A., King, R. B., & Collier, E. (2021). Future directions of the National Institutes of health science of behavior change program. Translational Behavioral Medicine, 11(9), 1795-1801.
Observing mechanisms with fMRI
functional Magnetic Resonance Imaging (fMRI)
Captures the flow of blood through the brain in real time
Proven proxy for cognitive and affective processes
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Neural measure – vmPFC activity
Ventromedial Prefrontal Cortex�10mm sphere: center 0,60,-9 MNI
Study design
Present�Prosocial
Future�Prosocial
Gain
Loss
Future�Personal
Present�Personal
N = 44 � � 48 stimuli, 6 fully crossed
conditions
The procedure
5 seconds
The procedure
3 seconds
Result – gain frames get higher ratings
Results – gain/loss framing affects vmPFC
Discussion and implications
Gain/loss framing affects vmPFC activity in a diversity of message contexts
Perceived message effectiveness ratings show a similar pattern
Gain/loss framing effects seem to depend on nature of outcomes
Dissemination