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

McFadden, B. R.; Lusk, J. L.; Crespi, John M.; Cherry, J. B. C.; Martin, L. E.; Aupperle, R. L.; Bruce, A. S.

doi:10.1371/journal.pone.0125243

K-REx Home
> >
Academic Colleges, Departments, and Programs
> >
College of Agriculture
> >
Agricultural Economics
> >
Agricultural Economics Faculty Research and Publications
> >
View Item

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