Audience preferences are predicted by temporal reliability of neural processing

Dmochowski, Jacek; Bezdek, Matthew A.; Abelson, Brian P.; Johnson, John S.; Schumacher, Eric H.; Parra, Lucas C.

doi:10.1038/ncomms5567

Cited by 245 publications

(345 citation statements)

References 58 publications

(73 reference statements)

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“…Methods such as inter-subject correlation analysis [64,65] can also aid in moving toward greater external validity of findings by allowing examination of influence in response to naturalistic media [66,67].…”

Section: Discussionmentioning

confidence: 99%

Social influence and the brain: persuasion, susceptibility to influence and retransmission

Cascio

Scholz

Falk

2015

Current Opinion in Behavioral Sciences

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Social influence is an important topic of research, with a particularly long history in the social sciences. Recently, social influence has also become a topic of interest among neuroscientists. The aim of this review is to highlight current research that has examined neural systems associated with social influence, from the perspective of being influenced as well as influencing others, and highlight studies that link neural mechanisms with real-world behavior change beyond the laboratory. Although many of the studies reviewed focus on localizing brain regions implicated in influence within the lab, we argue that approaches that account for networks of brain regions and that integrate neural data with data beyond the laboratory are likely to be most fruitful in understanding influence. AbstractSocial influence is an important topic of research, with a particularly long history in the social sciences. Recently, social influence has also become a topic of interest among neuroscientists.The aim of this review is to highlight current research that has examined neural systems associated with social influence, from the perspective of being influenced as well as influencing others, and highlight studies that link neural mechanisms with real-world behavior change beyond the laboratory. Although many of the studies reviewed focus on localizing brain regions implicated in influence within the lab, we argue that approaches that account for networks of brain regions and that integrate neural data with data beyond the laboratory are likely to be most fruitful in understanding influence.

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Section: Discussionmentioning

confidence: 99%

Social influence and the brain: persuasion, susceptibility to influence and retransmission

Cascio

Scholz

Falk

2015

Current Opinion in Behavioral Sciences

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“…In comparison to the self-report ratings of the individuals from the smaller groups, neural activity in MPFC added significant predictive value in both studies. Similar methods have been used to predict population level sales data for songs (Berns & Moore, 2012), perceived effectiveness of anti-drug messages (Weber, Huskey, Mangus, Westcott-Baker, & Turner, in press), and social media response to television content (Dmochowski et al, 2014). These studies differ markedly from those described above in that they treat the message (or other communication content) as the unit of analysis, and compare aggregated neural activity across multiple individuals as predictors of population level behaviors that presumably result from campaign exposure.…”

Section: Neural Variables As Moderatorsmentioning

confidence: 99%

Neural Prediction of Communication-Relevant Outcomes

Cascio

Coronel

2015

Communication Methods and Measures

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Understanding and predicting the mechanisms and consequences of effective communication may be greatly advanced by leveraging knowledge from social and cognitive neuroscience research. We build on prior brain research that mapped mental processes, and show that information gained from neuroimaging can predict variation in communication outcomes over and above that associated with self-report. We further discuss how neural measures can complement physiological and other implicit measures. The brain-as-predictor approach can (1) allow researchers to predict individual and population level outcomes of exposure to communication stimuli with greater accuracy and (2) provide a better understanding of the mental processes underlying behaviors relevant to communication research. In this article, we give a detailed description of the brain-aspredictor approach and provide a guide for scholars interested in employing it in their research. We then discuss how the brain-as-predictor approach can be used to provide theoretical insights in communication research. Given its potential for advancing theory and practice, we argue that the brain-as-predictor approach can serve as a valuable addition to the communication science toolbox and provide a brief checklist for authors, reviewers and editors interested in using the approach.

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“…To capture such activity, one has to band-pass the signal and we did this for the alpha band as described below. We focus mostly on the analysis of evoked activity because of the remarkable observation that it is reliably reproduced for naturalistic stimuli (Dmochowski et al, 2014). We used ISC as a measure of reliability (as opposed to event-related potentials, ERPs) because naturalistic stimuli do not have well defined events on which to trigger the ERP analysis, nor did we want to repeat the stimulus many times for the purpose of averaging.…”

Section: Intersubject Correlation (Isc)mentioning

confidence: 99%

“…Importantly, by measuring reliability across subjects, we avoid having to present the narrative stimulus repeatedly to the same subjects. ISC was evaluated in the correlated components of the EEG (Dmochowski et al, 2012(Dmochowski et al, , 2014. The goal of correlated component analysis here is to find linear combinations of electrodes (one could think of them as virtual sensors or "sources" in the brain) that are maximally correlated between subjects.…”

Section: Intersubject Correlation (Isc)mentioning

confidence: 99%

Attention Strongly Modulates Reliability of Neural Responses to Naturalistic Narrative Stimuli

2016

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Attentional engagement is a major determinant of how effectively we gather information through our senses. Alongside the sheer growth in the amount and variety of information content that we are presented with through modern media, there is increased variability in the degree to which we "absorb" that information. Traditional research on attention has illuminated the basic principles of sensory selection to isolated features or locations, but it provides little insight into the neural underpinnings of our attentional engagement with modern naturalistic content. Here, we show in human subjects that the reliability of an individual's neural responses with respect to a larger group provides a highly robust index of the level of attentional engagement with a naturalistic narrative stimulus. Specifically, fast electroencephalographic evoked responses were more strongly correlated across subjects when naturally attending to auditory or audiovisual narratives than when attention was directed inward to a mental arithmetic task during stimulus presentation. This effect was strongest for audiovisual stimuli with a cohesive narrative and greatly reduced for speech stimuli lacking meaning. For compelling audiovisual narratives, the effect is remarkably strong, allowing perfect discrimination between attentional state across individuals. Control experiments rule out possible confounds related to altered eye movement trajectories or order of presentation. We conclude that reliability of evoked activity reproduced across subjects viewing the same movie is highly sensitive to the attentional state of the viewer and listener, which is aided by a cohesive narrative.

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Audience preferences are predicted by temporal reliability of neural processing

Cited by 245 publications

References 58 publications

Social influence and the brain: persuasion, susceptibility to influence and retransmission

Social influence and the brain: persuasion, susceptibility to influence and retransmission

Neural Prediction of Communication-Relevant Outcomes

Attention Strongly Modulates Reliability of Neural Responses to Naturalistic Narrative Stimuli

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