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.

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Social neuroscience research has demonstrated that those who are like-minded are also “like-brained.” Studies have shown that people who share similar viewpoints have greater neural synchrony with one another, and less synchrony with people who “see things differently.” Although these effects have been demonstrated at the group level, little work has been done to predict the viewpoints of specific individuals using neural synchrony measures. Furthermore, the studies that have made predictions using synchrony-based classification at the individual level used expensive and immobile neuroimaging equipment (e.g. fMRI) in highly controlled laboratory settings, which may not generalize to real-world contexts. Thus, this study uses a simple synchrony-based classification method, which we refer to as the neural reference groups approach, to predict individuals’ dispositional attitudes from data collected in a mobile “pop-up neuroscience” lab. Using functional near infrared spectroscopy (fNIRS) data, we predicted individuals’ partisan stances on a sociopolitical issue by comparing their neural timecourses to data from two partisan neural reference groups. We found that partisan stance could be identified at above-chance levels using data from dorsomedial prefrontal cortex (dmPFC). These results indicate that the neural reference groups approach can be used to investigate naturally-occurring, dispositional differences anywhere in the world.

Consoling touch is a powerful form of social support that has been repeatedly demonstrated to reduce the experience of physical pain. However, it remains unknown whether touch reduces emotional pain in the same way that it reduces physical pain. The present research sought to understand how handholding with a romantic partner shapes experiences of emotional pain and comfort during emotional recollection, as well as how it shapes lasting emotional pain associated with emotional experiences. Participants recalled emotionally painful memories or neutral memories with their partners, while holding their partner’s hand or holding a squeeze-ball. They additionally completed a follow-up survey to report how much emotional pain they associated with the emotional experiences after recalling them in the lab with their partners. Although consoling touch did not reduce emotional pain during the task, consoling touch increased feelings of comfort. Moreover, participants later recalled emotional memories that were paired with touch as being less emotionally painful than those that were not paired with touch. These findings suggest that touch does not decrease the immediate experience of emotional pain and may instead support adaptive processing of emotional experiences over time.

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.

Social and affective neuroscience studies the neurophysiological underpinnings of psychological experience and behavior as it relates to the world around us. Yet, most neuroimaging methods require the removal of participants from their rich environment and the restriction of meaningful interaction with stimuli. In this Tools of the Trade article, we explain functional near infrared spectroscopy (fNIRS) as a neuroimaging method that can address these concerns. First, we provide an overview of how fNIRS works and how it compares to other neuroimaging methods common in social and affective neuroscience. Next, we describe fNIRS research that highlights its usefulness to the field – when rich stimuli engagement or environment embedding is needed, studies of social interaction, and examples of how it can help the field become more diverse and generalizable across participant populations. Lastly, this article describes how to use fNIRS for neuroimaging research with points of advice that are particularly relevant to social and affective neuroscience studies.

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.

Information transmission within social networks is crucial for widespread attitudinal and behavioral change. We propose that the value of sharing information increases when people perceive messages as more relevant to themselves and to people they know, resulting in stronger intentions to share. Six online studies (N participants = 3,727; messages = 362; message ratings = 30,954) showed robust evidence that perceived message self and social relevance are positively related to sharing intentions. Correlationally, self and social relevance were uniquely related to sharing intentions, both within- and between-person. Specification curve analysis revealed that the direction of these relationships were consistent across message content, medium, and sharing audience. A preregistered experiment showed that manipulating the self and social relevance of messages causally increased sharing intentions compared to a control condition. These findings highlight self and social relevance as psychological mechanisms that motivate information sharing that can be targeted to promote sharing across contexts.