The Neural Basis of Changing Social Norms through Persuasion.

Social norms regulate behavior, and changes in norms have a great impact on society. In most modern societies, norms change through interpersonal communication and persuasive messages found in media. Here, we examined the neural basis of persuasion-induced changes in attitude toward and away from norms using fMRI. We measured brain activity while human participants were exposed to persuasive messages directed toward specific norms. Persuasion directed toward social norms specifically activated a set of brain regions including temporal poles, temporo-parietal junction, and medial prefrontal cortex. Beyond these regions, when successful, persuasion away from an accepted norm specifically recruited the left middle temporal and supramarginal gyri. Furthermore, in combination with data from a separate attitude-rating task, we found that left supramarginal gyrus activity represented participant attitude toward norms and tracked the persuasion-induced attitude changes that were away from agreement.