Oxytocin increases the influence of public service advertisements.

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, dona...

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Autores principales:	Pei-Ying Lin, Naomi Sparks Grewal, Christophe Morin, Walter D Johnson, Paul J Zak
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2013
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/5117d2d4183d421fbcead9228dba483a
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spelling	oai:doaj.org-article:5117d2d4183d421fbcead9228dba483a2021-11-18T07:55:52ZOxytocin increases the influence of public service advertisements.1932-620310.1371/journal.pone.0056934https://doaj.org/article/5117d2d4183d421fbcead9228dba483a2013-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/23460821/pdf/?tool=EBIhttps://doaj.org/toc/1932-6203This 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.Pei-Ying LinNaomi Sparks GrewalChristophe MorinWalter D JohnsonPaul J ZakPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 8, Iss 2, p e56934 (2013)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Pei-Ying Lin Naomi Sparks Grewal Christophe Morin Walter D Johnson Paul J Zak Oxytocin increases the influence of public service advertisements.
description	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.
format	article
author	Pei-Ying Lin Naomi Sparks Grewal Christophe Morin Walter D Johnson Paul J Zak
author_facet	Pei-Ying Lin Naomi Sparks Grewal Christophe Morin Walter D Johnson Paul J Zak
author_sort	Pei-Ying Lin
title	Oxytocin increases the influence of public service advertisements.
title_short	Oxytocin increases the influence of public service advertisements.
title_full	Oxytocin increases the influence of public service advertisements.
title_fullStr	Oxytocin increases the influence of public service advertisements.
title_full_unstemmed	Oxytocin increases the influence of public service advertisements.
title_sort	oxytocin increases the influence of public service advertisements.
publisher	Public Library of Science (PLoS)
publishDate	2013
url	https://doaj.org/article/5117d2d4183d421fbcead9228dba483a
work_keys_str_mv	AT peiyinglin oxytocinincreasestheinfluenceofpublicserviceadvertisements AT naomisparksgrewal oxytocinincreasestheinfluenceofpublicserviceadvertisements AT christophemorin oxytocinincreasestheinfluenceofpublicserviceadvertisements AT walterdjohnson oxytocinincreasestheinfluenceofpublicserviceadvertisements AT pauljzak oxytocinincreasestheinfluenceofpublicserviceadvertisements
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Oxytocin increases the influence of public service advertisements.

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