Dopamine's effect on the Persuasive Ability of Public Speeches
Neurotransmitter systems, particularly dopamine , play a role in reinforcing behaviors associated with persuasive messages that promise rewards or positive out-comes.
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Understanding the fundamental mechanisms of persuasion involves unraveling the cognitive processes, neural mechanisms, and psychological principles that govern how persuasive messages influence attitudes, beliefs, and behaviors [1].
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Brain mechanisms of persuasion
After this first step, further neuroimaging studies of persuasion probing the effects of persuasive messages, different levels of elaboration and various attributes of communicators are needed to help to understand better the mechanisms underlying psychological theories of persuasion.
For instance, patients with Korsakoff's syndrome (Johnson, Kim, & Risse, 1985) show impaired memory for melodies (Study 1) and the content of a persuasive message (Study 2) but intact attitude change. The current review therefore is focused on fMRI studies of message-induced changes in attitudes or behavioral intentions in studies of persuasion (
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