Coherent activity between brain regions that code for value is linked to the malleability of human behavior

Nicole Cooper, Danielle S Bassett, Emily B Falk, Nicole Cooper, Danielle S Bassett, Emily B Falk

Abstract

Brain activity in medial prefrontal cortex (MPFC) during exposure to persuasive messages can predict health behavior change. This brain-behavior relationship has been linked to areas of MPFC previously associated with self-related processing; however, the mechanism underlying this relationship is unclear. We explore two components of self-related processing - self-reflection and subjective valuation - and examine coherent activity between relevant networks of brain regions during exposure to health messages encouraging exercise and discouraging sedentary behaviors. We find that objectively logged reductions in sedentary behavior in the following month are linked to functional connectivity within brain regions associated with positive valuation, but not within regions associated with self-reflection on personality traits. Furthermore, functional connectivity between valuation regions contributes additional information compared to average brain activation within single brain regions. These data support an account in which MPFC integrates the value of messages to the self during persuasive health messaging and speak to broader questions of how humans make decisions about how to behave.

Conflict of interest statement

The authors declare no competing financial interests.

Figures

Figure 1. Task design.
Figure 1. Task design.
Participants viewed 40 messages promoting increased physical activity levels and reduced sedentary behavior. Each message block consisted of an initial suggestion (4 s), followed by Supporting Information (6 s). Finally, participants were asked to think about ways that they could apply this message in their own lives (response period, 5.5 s). Each message was followed by an inter-trial rest period. Credit is given to Ian Moore for image design.
Figure 2. Regions of interest.
Figure 2. Regions of interest.
Self-reflection (MPFC-trait and PCC, white) and subjective valuation (MPFC-value and VS, black) regions are displayed. The far right panel demonstrates the slight overlap between MPFC-trait and MPFC-value (hatched grey).
Figure 3. Functional connectivity between valuation regions…
Figure 3. Functional connectivity between valuation regions is associated with behavior change.
Changes in sedentary behavior measured one month after the messaging intervention are plotted against (A) functional connectivity within self-reflection regions (PPI MPFC-trait ⇒ PCC) during messaging as compared to rest and (B) functional connectivity within valuation regions (PPI MPFC-value ⇒ VS) during messaging as compared to rest. A negative change corresponds to a reduction in sedentary time.

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