A neuropsychological test of belief and doubt: damage to ventromedial prefrontal cortex increases credulity for misleading advertising
- 1Division of Behavioral Neurology and Cognitive Neuroscience, Department of Neurology, University of Iowa College of Medicine, Iowa City, IA, USA
- 2Department of Marketing, University of Iowa, Iowa City, IA, USA
- 3Department of Psychology, University of Iowa, Iowa City, IA, USA
We have proposed the False Tagging Theory (FTT) as a neurobiological model of belief and doubt processes. The theory posits that the prefrontal cortex is critical for normative doubt toward properly comprehended ideas or cognitions. Such doubt is important for advantageous decisions, for example in the financial and consumer purchasing realms. Here, using a neuropsychological approach, we put the FTT to an empirical test, hypothesizing that focal damage to the ventromedial prefrontal cortex (vmPFC) would cause a “doubt deficit” that would result in higher credulity and purchase intention for consumer products featured in misleading advertisements. We presented 8 consumer ads to 18 patients with focal brain damage to the vmPFC, 21 patients with focal brain damage outside the prefrontal cortex, and 10 demographically similar healthy comparison participants. Patients with vmPFC damage were (1) more credulous to misleading ads; and (2) showed the highest intention to purchase the products in the misleading advertisements, relative to patients with brain damage outside the prefrontal cortex and healthy comparison participants. The pattern of findings was obtained even for ads in which the misleading bent was “corrected” by a disclaimer. The evidence is consistent with our proposal that damage to the vmPFC disrupts a “false tagging mechanism” which normally produces doubt and skepticism for cognitive representations. We suggest that the disruption increases credulity for misleading information, even when the misleading information is corrected for by a disclaimer. This mechanism could help explain poor financial decision-making when persons with ventromedial prefrontal dysfunction (e.g., caused by neurological injury or aging) are exposed to persuasive information.
Keywords: prefrontal cortex, deception, advertising, lesion, credulity, false tagging theory, belief, doubt
Citation: Asp E, Manzel K, Koestner B, Cole CA, Denburg NL and Tranel D (2012) A neuropsychological test of belief and doubt: damage to ventromedial prefrontal cortex increases credulity for misleading advertising. Front. Neurosci. 6:100. doi: 10.3389/fnins.2012.00100
Received: 05 January 2012; Accepted: 18 June 2012;
Published online: 09 July 2012.
Copyright: © 2012 Asp, Manzel, Koestner, Cole, Denburg and Tranel. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in other forums, provided the original authors and source are credited and subject to any copyright notices concerning any third-party graphics etc.
*Correspondence: Daniel Tranel, Department of Neurology, University of Iowa Hospitals and Clinics, 200 Hawkins Drive, 2155 RCP, Iowa City, IA 52242, USA. e-mail: email@example.com
†Erik Asp and Kenneth Manzel have contributed equally to this work.