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Interestingly, this effect in the vMPFC was found specifically when participants evaluated the products presented by the persuasive messages, whereas the correlation in the posterior cingulate cortex and cerebellum activity was detected when reading the messages. These results confirm the hypothesis that the vMPFC plays a role in subjectively weighting persuasive message content depending on individual differences in affective and cognitive orientation. Such a structural matching effect might involve the vMPFC particularly during explici
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