title: Can neural activation in dorsolateral prefrontal cortex predict responsiveness to information? An application to egg production systems and campaign advertising.
abstract: 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.
authors.affiliation: Department of Food and Resource Economics, University of Florida, Gainesville, Florida, United States of America.
authors.forename: Brandon R
authors.initials: BR
authors.lastname: McFadden
authors.affiliation: Department of Agricultural Economics, Oklahoma State University, Stillwater, Oklahoma, United States of America.
authors.forename: Jayson L
authors.initials: JL
authors.lastname: Lusk
authors.affiliation: Department of Agricultural Economics, Kansas State University, Manhattan, Kansas, United States of America.
authors.forename: John M
authors.initials: JM
authors.lastname: Crespi
authors.affiliation: Department of Behavioral Pediatrics at the University of Kansas Medical Center, Kansas City, Kansas, United States of America.
authors.forename: J Bradley C
authors.initials: JB
authors.lastname: Cherry
authors.affiliation: Department of Preventive Medicine and Public Health, University of Kansas Medical Center, Kansas City, Kansas, United States of America.
authors.forename: Laura E
authors.initials: LE
authors.lastname: Martin
authors.affiliation: Laureate Institute for Brain Research, University of Tulsa, Tulsa, Oklahoma, United States of America.
authors.forename: Robin L
authors.initials: RL
authors.lastname: Aupperle
authors.affiliation: Department of Behavioral Pediatrics at the University of Kansas Medical Center, Kansas City, Kansas, United States of America.
authors.forename: Amanda S
authors.initials: AS
authors.lastname: Bruce
mesh_terms: D000328:Adult; D000329:Advertising; D000827:Animal Welfare; D002755:Choice Behavior / Q000502:physiology; D004531:Eggs; D006801:Humans; D016015:Logistic Models; D008279:Magnetic Resonance Imaging; D008875:Middle Aged; D017397:Prefrontal Cortex / Q000502:physiology*; D055815:Young Adult