Making social neuroscience less WEIRD: Using fNIRS to measure neural signatures of persuasive influence in a Middle East participant sample.

The large majority of social neuroscience research uses WEIRD populations-participants from Western, educated, industrialized, rich, and democratic locations. This makes it difficult to claim whether neuropsychological functions are universal or culture specific. In this study, we demonstrate one approach to addressing the imbalance by using portable neuroscience equipment in a study of persuasion conducted in Jordan with an Arabic-speaking sample. Participants were shown persuasive videos on various health and safety topics while their brain activity was measured using functional near infrared spectroscopy (fNIRS). Self-reported persuasiveness ratings for each video were then recorded. Consistent with previous research conducted with American subjects, this work found that activity in the dorsomedial and ventromedial prefrontal cortex predicted how persuasive participants found the videos and how much they intended to engage in the messages' endorsed behaviors. Further, activity in the left ventrolateral prefrontal cortex was associated with persuasiveness ratings, but only in participants for whom the message was personally relevant. Implications for these results on the understanding of the brain basis of persuasion and on future directions for neuroimaging in diverse populations are discussed. (PsycINFO Database Record (c) 2019 APA, all rights reserved).

A functional near infrared spectroscopy (fNIRS) replication of the sunscreen persuasion paradigm.

Activity in medial prefrontal cortex (mPFC) during persuasive messages predicts future message-consistent behavior change, but there are significant limitations to the types of persuasion processes that can be invoked inside an MRI scanner. For instance, real world persuasion often involves multiple people in conversation. Functional near infrared spectroscopy (fNIRS) allows us to move out of the scanner and into more ecologically valid contexts. As a first step, the current study used fNIRS to replicate an existing fMRI persuasion paradigm (i.e. the sunscreen paradigm) to determine if mPFC shows similar predictive value with this technology. Consistent with prior fMRI work, activity in mPFC was significantly associated with message-consistent behavior change, above and beyond self-reported intentions. There was also a difference in this association between previous users and non-users of sunscreen. Activity differences based on messages characteristics were not observed. Finally, activity in a region of right dorsolateral PFC (dlPFC), which has been observed with counterarguing against persuasive messages, correlated negatively with future behavior. The current results suggest it is reasonable to use fNIRS to examine persuasion paradigms that go beyond what is possible in the MRI scanner environment.

Two plus blue equals green: grapheme-color synesthesia allows cognitive access to numerical information via color.

In grapheme-color synesthesia, graphemes (e.g., numbers or letters) evoke color experiences. It is generally reported that the opposite is not true: colors will not generate experiences of graphemes or their associated information. However, recent research has provided evidence that colors can implicitly elicit symbolic representations of associated graphemes. Here, we examine if these representations can be cognitively accessed. Using a mathematical verification task replacing graphemes with color patches, we find that synesthetes can verify such problems with colors as accurately as with graphemes. Doing so, however, takes time: ~250 ms per color. Moreover, we find minimal reaction time switch-costs for switching between computing with graphemes and colors. This demonstrates that given specific task demands, synesthetes can cognitively access numerical information elicited by physical colors, and they do so as accurately as with graphemes. We discuss these results in the context of possible cognitive strategies used to access the information.