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Updated: May 27, 2025

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A preliminary EEG study on persuasive communication towards groupness.

Michela Balconi1,2, Carlotta Acconito3,4, Laura Angioletti1,2

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Persuaders exhibit distinct brain activity patterns, specifically in frontal areas, during persuasive interactions. These electroencephalogram (EEG) markers reveal greater attentional effort compared to receivers.

Keywords:
CommunicationEEGGroupnessPersuaderPersuasionReceiver

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Area of Science:

  • Social neuroscience
  • Cognitive neuroscience
  • Electrophysiology

Background:

  • Previous research examined persuasion by focusing on either the persuader or receiver.
  • Neural mechanisms underlying persuasive interactions remain incompletely understood.

Purpose of the Study:

  • To explore the electroencephalogram (EEG) correlates of both persuaders and receivers during a naturalistic persuasive interaction.
  • To identify distinct neural markers associated with the roles of persuader and receiver in group decision-making contexts.

Main Methods:

  • Collected EEG data from 14 persuaders and 14 receivers during a persuasive task.
  • Analyzed EEG data across delta, theta, alpha, beta, and gamma frequency bands.
  • Examined spatial distribution of neural activations in frontal, temporal, and posterior brain regions.

Main Results:

  • Persuaders showed distinct EEG activations in delta, theta, and alpha bands compared to receivers.
  • Persuaders exhibited significant frontal activations, particularly in the right hemisphere for the theta band.
  • Receivers displayed more temporal and posterior EEG activations with less frontal engagement.

Conclusions:

  • Persuasive interactions are associated with specific EEG markers differentiating persuader and receiver roles.
  • Persuader role is characterized by heightened attentional effort, reflected in distinct frontal EEG activity.
  • Findings contribute to understanding the neural underpinnings of social influence and group dynamics.