Neural persuasion: A persuasion model for technologically structured individuals Susan Shepherd Ferebee Kaplan University James W. Davis University of Phoenix Presented at Persuasive 2011, Ohio State University

Neuroscience Breakthrough How we understand learning, social connection, and decision-making is changing as breakthroughs in neuroscience allow scientists to view and measure how brain neurons respond and how they are altered in response to stimuli. Functional Magnetic Resonance Imaging (fMRI) is the tool used to view these changes in the brain (Churchland, 2008; Ramachandran, 2011; Wang, Conner, Rickert, & Tuszynski, 2011)

What is fMRI Functional MRI machines sense or measure changes in the local magnetic field that happen because of changes in the ratio of deoxygenated to oxygenated hemoglobin in arterial blood vessels within precise brain regions during some cognitive task. Active neurons within the brain require energy and use more oxygen than non- active neurons. They get the increased oxygen from an increased blood flow.

fMRI Example 06/03/11 Subjects told to look at and remember a face Occipital Lobe - Visual Processing Subjects told to think about the face later Hippocampus – Memory Area Frontal Lobe – Decision Making Area Occipital Lobe - Visual Processing Subjects told to compare another face to the remembered face

fMRI – Another Example Reading out loud Normal male subject Reading out load Dyslexic male subject Abnormal or unexpected area of activity

fMRI Shows Generational Differences in the Brain Individuals born after 1982 respond to stimuli differently than other age groups and show brain activity in different regions of the brain due to their technology exposure and use (Green, C.S., Pouget, A., & Bavelier, D., 2010; Kawashima, 2005; Small & Vorgan, 2009)

Technologically Structured Individuals (TSI) We identify these people born after 1982 as technologically structured individuals (TSI), referring to their altered brain structure related to intense technology exposure. The frequency and proportion of information received from non- human sources alters the neural assemblies in permanent ways and It is this alteration that sets the TSI apart from others (Small & Vorgan 2009).

The Need for a Persuasion Model for TSIs Significantly different brain structure, brain activity, and neuron development that has been scientifically documented with regard to TSI suggests new ways to look at persuasion and persuasive technology.

Factors of TSI Persuasion We propose that the intense use of technology and the related changes to brain structure and activity suggest differences in several areas relevant to persuasion: 1. reward and decision-making 2. control 3. habituation 4. time pressure

Reward and Decision-Making

Decision made for instant gratification engages the brain’s limbic system (emotional brain – emotion, fear, memory, hunger) (Small and Vorgan, 2009) Decision to put off reward requires engaging the frontal lobe and parietal cortex (Small & Vorgan, 2009).

TSI Brain – Reduced Frontal Lobe Activity Sustained decrease in brain activity in the frontal lobe during and after video games and multitasking with technology (Matsuda & Hinake, 2006; Mori, 2002; Small & Vorgan, 2009).

Non game player Playing video game Habitual game player Playing video game Frontal Lobe Mathews, Wang, Lowe, Lurito, Dzemidzic, Kronenberger, Dunn, & Phillips (2006). Non game player Performing Go-NoGo Decision Habitual game player Performing Go-NoGo Decision

Non game player Playing video game Habitual game player Playing video game Frontal Lobe Mathews, Wang, Lowe, Lurito, Dzemidzic, Kronenberger, Dunn, & Phillips (2006). Non game player Performing Go-NoGo Decision Habitual game player Performing Go-NoGo Decision

The question we have to ask is whether decision-making is impaired for TSIs or if decision- making occurs differently by TSIs.

Two Research Tracks fMRI Research ( Matsuda & Hinake, 2006; Mori, 2002; Small & Vorgan, 2009; Kawashimam 2005) Reaction Time/Accuracy Research ( Green, Pouget, and Bavelier (2010)) Shows experienced video game players (age 18-24) have an increase in making more rapid and accurate real-world decisions over non video game players Non video game players trained with 50 hours of action video game playing, shows same increase in making faster, accurate decisions, including probabilistic inference decisions. Demonstrates brain activity during action video game playing No frontal lobe activity during action video game playing Occipital lobe (Visual) and Cerebellum (motor) activity only Frontal lobe activity not present for game players when making decisons

How is Decision-Making different for TSI? Green, Pouget, and Bavelier (2010) explain this more rapid decision- making as occurring because the game players have increased efficiency for processing audio and visual information. Since they process the input faster, they make faster decisions. The two research tracks when viewed together support that decision- making for TSIs is effective, but may occur in different ways, using different parts of the brain, than how decisions are made by non-TSIs.

Habituation

Habituation and TSIs Randomly occurring rewards have been found to have the highest motivational value, and this type of randomness is supported through Internet interactions like and text messaging (Small & Vorgan). These types of interactions are common for the TSI, individual is unsure what they will see in their , so they keep checking, hoping that they will have a reward of good news of some sort. TSIs are more attuned to this type of random positive reward and this suggests that a positive result from use of random positive reward will occur with TSIs. It will be familiar to them and might allow habits to form more quickly.

Control

What is the TSI accustomed to: Digital technology responds instantly to commands. Immediate access to large amounts of data (instant gratification)

Time Pressure

How Do TSIs Respond to Time Pressure? While nothing in the literature particularly addresses how a TSI might respond to time pressure, their neural circuitry supports a tendency toward instant gratification and fast information processing which leads to rapid decision-making, The TSI might be more accepting of time pressure as they process information quickly anyway.

New Persuasion Model We support the perspective that because TSIs have instant access to information and very large stores of information memories, they rely less on logical thought process and more on rapid information filtering and processing..

New Persuasion Model Additionally, we suggest that for the TSIs, long term planning may not be a priority Part of the information TSIs have access to informs them that they live in a complex, rapidly changing world. Perhaps many short-term decisions that continually respond to changes in the environment are better suited to the TSI’s world.