The role of protest scenario in the neural response to the supportive communication
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Other documents of the author: Pinazo, Daniel; Barrós-Loscertales, Alfonso; Peris Pichastor, Rosana; Ventura Campos, Mercedes; Avila, Cesar
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Show full item recordcomunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8034
comunitat-uji-handle3:10234/8637
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Title
The role of protest scenario in the neural response to the supportive communicationAuthor (s)
Date
2012Publisher
John Wiley & SonsISSN
1465-4520; 1479-103XBibliographic citation
International Journal of Nonprofit and Voluntary Sector Marketing Volume 17, Issue 3, pages 263–274, August 2012Type
info:eu-repo/semantics/articlePublisher version
http://onlinelibrary.wiley.com/doi/10.1002/nvsm.1428/fullVersion
info:eu-repo/semantics/submittedVersionSubject
Abstract
People are capable of understanding the suffering of distant others and of their personal
responsibility in this suffering. The communication of harm and self-responsibility in
the suffering of others leads to greater ... [+]
People are capable of understanding the suffering of distant others and of their personal
responsibility in this suffering. The communication of harm and self-responsibility in
the suffering of others leads to greater moral sensitivity. Two studies were carried out to
test our hypotheses. In Study 1 we analyse the emotional response to the scripts using a
correlational study. In Study 2 we use functional MRI to investigate brain activation
associated with the communication of harm and self-responsibility in a moral scenario
on supportive communication. Direct comparison between donor and protest scenarios
yielded a significant activation in the left amygdala usually associated with moral
emotions. Responses in supportive communication scenarios show that donors can feel
personally involved in a moral issue if they perceive the harm and their selfresponsibility.
Our results suggest that the creation of a communications structure based
on social condemnation increases moral sensitivity to poverty. [-]
Is part of
International Journal of Nonprofit and Voluntary Sector Marketing, 2012, vol. 17, núm. 3Rights
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info:eu-repo/semantics/openAccess
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