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Broadening in the presumed involvement associated with ventromedial prefrontal cortex (vMPFC) in persuasion, we hypothesized that the vMPFC contributes towards the evaluation of persuasive information according to its match aided by the recipient's affective or cognitive predominance. During functional magnetic resonance imaging, 30 individuals assessed 10 consumable products served with both affective and cognitive persuasive communications. All participants had been characterize