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Neural signals predict information sharing across cultures

Year: 2023

Type: article

Abstract: Information sharing influences which messages spread and shape beliefs, behavior and culture. In a pre-registered neuroimaging study conducted in the US and the Netherlands we demonstrate replicability, generalizability, and predictive validity of a brain-based prediction model of information sharing. Replicating findings in Scholz et al (2017), Proc Natl Acad Sci 114, 2881–2886, self-, social- and value-related neural signals in a sample of individuals tracked the population sharing of US news articles. Pre-registered brain-based prediction models trained on Scholz et al (2017) data proved generalizable in the new data, explaining more variance in population sharing than self-report ratings alone. Neural signals (versus self-reports) more reliably predicted sharing cross-culturally, suggesting that they capture more universal psychological mechanisms underlying sharing behavior. These findings highlight key neurocognitive foundations of sharing, suggest potential target mechanisms to increase message effectiveness, and advance brain-as-predictor research.

Source: Proceedings of the National Academy of Sciences

DOI: 10.1073/pnas.2313175120