Brain Damage Linked to Believing Misleading Ads

Those with damage to ventromedial prefrontal cortex more likely to believe ads, buy products

MONDAY, Aug. 20 (HealthDay News) -- Damage to a particular region of the brain makes individuals more likely to believe a misleading advertisement, which could explain why some elderly fall for fraud schemes, according to a study published online July 9 in Frontiers in Decision Neuroscience.

To investigate the theory that the prefrontal cortex is critical for belief and doubt, Erik Asp, Ph.D., from the University of Iowa in Iowa City, and colleagues presented eight misleading consumer advertisements to 18 patients with damage to the ventromedial prefrontal cortex, 21 patients with damage outside the prefrontal cortex, and 10 demographically similar healthy patients.

The researchers found that, relative to the other two groups, patients with damage to the ventromedial prefrontal cortex were more likely to believe a misleading advertisement and showed the highest intention to purchase these products. This was true even when the advertisement contained a disclaimer correcting the misleading information.

"The evidence is consistent with our proposal that damage to the ventromedial prefrontal cortex disrupts a 'false tagging mechanism' which normally produces doubt and skepticism for cognitive representations," Asp and colleagues conclude. "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."

Abstract
Full Text

Copyright © 2012 HealthDay. All rights reserved.

Powered by

jQuery UI Accordion - Default functionality

For life-long learning and continuing professional development, come to Lippincott's NursingCenter.

Nursing Jobs Plus
Featured Jobs
Recommended CE Articles

Debunking Three Rape Myths
Journal of Forensic Nursing, October/December 2014
Expires: 12/31/2016 CE:2.5 $24.95


Drug updates and approvals: 2014 in review
The Nurse Practitioner, 13December 2014
Expires: 12/31/2016 CE:3 $27.95


Can Food Processing Enhance Cancer Protection?
Nutrition Today, September/October 2014
Expires: 10/31/2016 CE:2 $21.95


More CE Articles

Subscribe to Recommended CE

Recommended Nursing Articles Evidence Based Practice Skin Care Network NursingCenter Quick Links What’s Trending Events