Oxytocin increases the influence of public service advertisements.

Lin PY, Grewal NS, Morin C, Johnson WD, Zak PJ

PloS one27 Feb 2013Cited by 12 (Europe PMC)

PMID23460821PMCIDPMC3584120DOI10.1371/journal.pone.0056934PepBankPUB-23460821

Summary

This paper presents a neurophysiologic model of effective public service advertisements (PSAs) and reports two experiments that test the model. In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads. In Experiment 2, we measured adrenocorticotropin hormone (ACTH) and oxytocin levels in blood before and after participants watched a PSA. As predicted by the model, donations occurred when participants had increases in both ACTH and oxytocin. Our results indicate that PSAs with social content that cause OT release will be more effective than those that do not. Our results also explain why some individuals do not respond to PSAs.

CC BYText from Europe PMC. Highlighted sentences are the source of results.

Results from this study4

3 results from studies that gave the peptide. 3 results from people.

01HumanRandomized controlled trialEfficacy outcome
In Experiment 1, participants given oxytocin donated to 57% more causes than participants given placebo after watching 16 public service advertisements.
In plain wordsAfter watching public service ads, people given oxytocin donated to more causes than people given placebo.
Peptide
Oxytocin
Outcome
IncreaseNumber of causes donated to after watching public service advertisements
Study
n: not reported in source
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated
Measurements
Increase in causes donated to
57%
oxytocin vs placebo
Source sentences
Summary
In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads.
Show in the study text Report a problemFND-2346082101
02HumanRandomized controlled trialEfficacy outcome
In Experiment 1, participants given oxytocin donated 56% more money than participants given placebo after watching 16 public service advertisements.
In plain wordsAfter watching public service ads, people given oxytocin donated more money than people given placebo.
Peptide
Oxytocin
Outcome
IncreaseAmount of money donated after watching public service advertisements
Study
n: not reported in source
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated
Measurements
Increase in money donated
56%
oxytocin vs placebo
Source sentences
Summary
In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads.
Show in the study text Report a problemFND-2346082102
03HumanRandomized controlled trialEfficacy outcome
In Experiment 1, participants given oxytocin reported 17% greater concern for those in the advertisements than participants given placebo.
In plain wordsAfter watching public service ads, people given oxytocin reported more concern for the people in the ads than people given placebo.
Peptide
Oxytocin
Outcome
IncreaseReported concern for those in the advertisements
Study
n: not reported in source
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated
Measurements
Increase in reported concern
17%
oxytocin vs placebo
Source sentences
Summary
In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads.
Show in the study text Report a problemFND-2346082103

Natural levels measured1

These results measure the body's own peptide. Nobody was given the peptide. They are not evidence about taking it. They are left out of key results, evidence counts and charts.

04HumanEndogenous levelObservational studyOther
In Experiment 2, participants donated when blood levels of both ACTH and the body's own oxytocin rose after a public service advertisement.
In plain wordsPeople who donated after a public service ad had rises in both ACTH and the body's own oxytocin in blood.
Peptide
Oxytocin
Outcome
Not applicableDonation in relation to rises in ACTH and oxytocin after a public service advertisement
Study
n: not reported in source
Outcome group
Social behavior and cognition · Endocrine and hormones
Source sentences
Summary
In Experiment 2, we measured adrenocorticotropin hormone (ACTH) and oxytocin levels in blood before and after participants watched a PSA. As predicted by the model, donations occurred when participants had increases in both ACTH and oxytocin.
This result measures the body's own Oxytocin. Nobody was given the peptide. It is not evidence about taking it.
Show in the study text Report a problemFND-2346082104

AI wrote and checked these results. AI can make mistakes, so check important results against the source.

Version history

PepBank keeps every version of the data on this study. Status changes from Retraction Watch, Europe PMC and Crossref are listed with their source.

Version 2Current
11 Oct 2026, 01:30 UTC
Study results updated
Version 1
9 Oct 2026, 02:49 UTC
First added · source update from Europe PMC

Subjects

Terms as the source lists them.

Publication types

MeSH terms

PepBank is a research reference. Talk to a doctor before you use any peptide.