Oxytocin Increases the Influence of Public Service Advertisements

被引：22

作者：

Lin, Pei-Ying ^{[1
]}

Grewal, Naomi Sparks ^{[2
]}

Morin, Christophe ^{[3
]}

Johnson, Walter D. ^{[4
]}

Zak, Paul J. ^{[4
]}

机构：

[1] Univ So Calif, Dept Psychol, Los Angeles, CA 90089 USA

[2] Claremont Grad Univ, Dept Psychol, Claremont, CA USA

[3] Fielding Grad Univ, Santa Barbara, CA USA

[4] Claremont Grad Univ, Ctr Neuroecon Studies, Claremont, CA 91711 USA

来源：

PLOS ONE | 2013年 / 8卷 / 02期

关键词：

EMPATHY; BEHAVIOR; RESPONSES; RELEASE; ACTH; GENEROSITY; STRANGERS; ATTENTION; ATTITUDE; MODEL;

D O I：

10.1371/journal.pone.0056934

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

This paper presents a neurophysiologic model of effective public service advertisements (PSAs) and reports two experiments that test the model. In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads. In Experiment 2, we measured adrenocorticotropin hormone (ACTH) and oxytocin levels in blood before and after participants watched a PSA. As predicted by the model, donations occurred when participants had increases in both ACTH and oxytocin. Our results indicate that PSAs with social content that cause OT release will be more effective than those that do not. Our results also explain why some individuals do not respond to PSAs.

引用

页数：10

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