Can Neural Activation in Dorsolateral Prefrontal Cortex Predict Responsiveness to Information? An Application to Egg Production Systems and Campaign Advertising

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dc.contributor.author McFadden, B. R.
dc.contributor.author Lusk, J. L.
dc.contributor.author Crespi, John M.
dc.contributor.author Cherry, J. B. C.
dc.contributor.author Martin, L. E.
dc.contributor.author Aupperle, R. L.
dc.contributor.author Bruce, A. S.
dc.date.accessioned 2016-03-30T01:45:00Z
dc.date.available 2016-03-30T01:45:00Z
dc.identifier.uri http://hdl.handle.net/2097/32214
dc.description Citation: McFadden, B. R., Lusk, J. L., Crespi, J. M., Cherry, J. B. C., Martin, L. E., Aupperle, R. L., & Bruce, A. S. (2015). Can Neural Activation in Dorsolateral Prefrontal Cortex Predict Responsiveness to Information? An Application to Egg Production Systems and Campaign Advertising. Plos One, 10(5), 15. doi:10.1371/journal.pone.0125243
dc.description Consumers prefer to pay low prices and increase animal welfare; however consumers are typically forced to make tradeoffs between price and animal welfare. Campaign advertising (i.e., advertising used during the 2008 vote on Proposition 2 in California) may affect how consumers make tradeoffs between price and animal welfare. Neuroimaging data was used to determine the effects of brain activation in dorsolateral prefrontal cortex (dlPFC) on choices making a tradeoff between price and animal welfare and responsiveness to campaign advertising. Results indicated that activation in the dlPFC was greater when making choices that forced a tradeoff between price and animal welfare, compared to choices that varied only by price or animal welfare. Furthermore, greater activation differences in right dlPFC between choices that forced a tradeoff and choices that did not, indicated greater responsiveness to campaign advertising.
dc.relation.uri https://doi.org/10.1371/journal.pone.0125243
dc.rights Attribution 4.0 International (CC BY 4.0)
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.subject Transcranial Magnetic Stimulation
dc.subject Decision-Making
dc.subject Orbitofrontal
dc.subject Cortex
dc.subject Responses
dc.subject Brain
dc.title Can Neural Activation in Dorsolateral Prefrontal Cortex Predict Responsiveness to Information? An Application to Egg Production Systems and Campaign Advertising
dc.type Article
dc.date.published 2015
dc.citation.doi 10.1371/journal.pone.0125243
dc.citation.issn 1932-6203
dc.citation.issue 5
dc.citation.jtitle PLoS One
dc.citation.spage 15
dc.citation.volume 10
dc.contributor.authoreid jcrespi


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Attribution 4.0 International (CC BY 4.0) Except where otherwise noted, the use of this item is bound by the following: Attribution 4.0 International (CC BY 4.0)

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