A team of researchers at HSE University investigated the neural mechanisms involved in how the brain processes persuasive messages. Using functional MRI, the researchers recorded how the participants' brains reacted to expert arguments about the harmful health effects of sugar consumption. The findings revealed that all unpersuaded individuals' brains responded to the messages in a similar manner, whereas each persuaded individual produced a unique neural response. This suggests that successful persuasive messages influence opinions in a highly individual manner, appearing to find a unique key to each person's brain. The study findings have been published in PNAS.