This article is nothing new. Any PR practitioner or marketer can tell what influences people and what doesn’t. The only difference is that the researcher is applying neuroscience to the question. There is a saw about persuasion that applies here. One should go in the door of the subject but come out one’s own. Accept the biases of the individual to whom one is communicating but show the person how your position is correct. The ancient Greeks and Romans, developers and teachers of rhetoric, understood this and it has been taught for thousands of years. It is good that neuroscience is confirming what we already know, but science is catching up to conventional wisdom. It isn’t breaking new ground.