Brain Activity Reveals Key Insights into Persuasive Messaging

A comprehensive analysis of brain scans from 572 participants has uncovered how neural activity can serve as indicators of message effectiveness. This research, published in PNAS Nexus, highlights the role of brain regions associated with reward and social processing in predicting the persuasiveness of various types of communication.

The team, led by researchers including Christin Scholz, Hang-Yee Chan, and Emily Falk, pooled data from 16 functional MRI studies. The studies examined brain responses to persuasive messages in diverse contexts such as public health campaigns, crowdfunding platforms, movie trailers, and YouTube videos. The findings demonstrate that effective messages activate brain regions responsible for anticipating and receiving rewards, as well as areas linked to understanding the thoughts and feelings of others, a process known as mentalizing.

Neural Indicators of Persuasiveness

The research indicates that these brain responses not only predict which messages participants preferred during the scans but also indicate which messages resonated with wider audiences who were not scanned. Notably, brain activity related to emotional responses significantly predicted message effectiveness among large audiences. However, this emotional engagement did not have the same predictive power for the individuals whose brain activity was monitored.

These insights suggest that certain neural responses—particularly those that encourage individuals to consider the perspectives of others or evoke strong emotional reactions—may act as universal indicators of persuasiveness. The authors propose that these findings deepen our understanding of effective messaging and could inspire the development of new strategies applicable across various fields.

According to the authors, understanding these neural mechanisms can lead to more effective communication methods, particularly in areas like marketing, public health, and social campaigns. The research underscores the importance of tailoring messages to engage both emotional and cognitive processing to enhance their impact.

For further details, the study titled “Brain activity explains message effectiveness: A mega-analysis of 16 neuroimaging studies” is available in PNAS Nexus (2025).