Environmental concern as a moderator of information processing: A fMRI study

Abstract

The psychological processes that predict behaviour can be influenced by the approaches taken in environmental awareness messages. The persuasiveness generated by different approaches depends on the environmental concern of viewers. The study identifies brain regions active while processing positive advertisements. It also studies brain activity in subjects with high (vs low) environmental concern while processing positive ads. In addition, it relates the brain activity evoked in response to positive ads which predicts more significant attitudes toward the ads, in subjects with great environmental concern. The results indicate that positive messages activate regions linked to self-value and societal benefit in those subjects who are more concerned. We found a stronger effect in regions linked to an emotional response in viewers with greater environmental concern. The identified emotional response may precede higher attitudinal ratings.