Neural mechanisms of expert persuasion on willingness to pay for sugar.

ABSTRACT: Introduction: Sugar consumption is associated with many negative health consequences. It is, therefore, important to understand what can effectively influence individuals to consume less sugar. We recently showed that a healthy eating call by a health expert can significantly decrease the willingness to pay (WTP) for sugar-containing food. Here, we investigate which aspects of neural responses to the same healthy eating call can predict the efficacy of expert persuasion. Methods: Forty-five healthy participants performed two blocks of a bidding task, in which they had to bid on sugar-containing, sugar-free and non-edible products, while their electroencephalography (EEG) was recorded. In between the two blocks, they listened to a healthy eating call by a nutritionist emphasiz

SUBMITTER: Ntoumanis I 

PROVIDER: S-EPMC10040640 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature