Activating Purpose: Self-Transcendence and Neural Pathways to Change

A pivotal 2018 study published in the Proceedings of the National Academy of Sciences sheds light on how self-transcendent values—those that extend beyond personal interests to the well-being of others—can enhance the effectiveness of health communications. Among the research team were Dr. Yoona Kang, Dr. Emily Falk, Dr. Vic Strecher, and Dr. Ken Resnicow—three of whom (Drs. Falk, Strecher, and Resnicow) serve on Kumanu’s Science Advisory Board. Their involvement reflects the depth of scientific rigor underpinning our work.

Key Findings

The study demonstrated that individuals who reflected on self-transcendent values showed increased activity in neural regions associated with reward processing, such as the ventromedial prefrontal cortex (VMPFC), when exposed to health messages. This heightened neural activity correlated with greater behavior change, indicating that aligning health messages with self-transcendent values can make them more impactful.

These findings suggest that tapping into values that promote the well-being of others can activate the brain's reward systems, making individuals more receptive to persuasive health messages and more likely to adopt positive behaviors.

Relevance to Kumanu’s Mission

At Kumanu, we emphasize the power of purpose and values in driving sustainable behavior change. This study provides robust neuroscientific evidence supporting our approach:

• Purpose Activation: Engaging self-transcendent values aligns with our goal of helping individuals connect with a deeper sense of purpose, enhancing motivation for positive change.
• Neural Reinforcement: By activating reward-related brain regions, purpose-driven interventions can increase the effectiveness of health messages, leading to sustained behavior change.
• Community Well-Being: Fostering self-transcendent values not only benefits individual health but also promotes behaviors that contribute to the greater good, aligning with our commitment to community well-being.

These insights are integral to the design of Kumanu’s Purposeful platform, which leverages the science of self-transcendence to support meaningful and lasting behavior change.

Building on a Foundation of Research

This study complements earlier research from 2015, 2016, and 2017, deepening our understanding of how values and purpose influence brain function and behavior. The collective work of Drs. Falk, Strecher, Resnicow, and their colleagues continues to inform and inspire Kumanu’s mission to integrate purpose into the core of well-being strategies.

Read the full study here.