Content matters: neuroimaging investigation of brain and behavioral impact of televised anti-tobacco public service announcements.
Content matters: neuroimaging investigation of brain and behavioral impact of televised anti-tobacco public service announcements.
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DOI：
10.1523/jneurosci.3840-12.2013
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发表时间：
2013-04-24
期刊：
影响因子：
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通讯作者：
Langleben DD
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文献类型：
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作者：
Wang AL;Ruparel K;Loughead JW;Strasser AA;Blady SJ;Lynch KG;Romer D;Cappella JN;Lerman C;Langleben DD
公共服务公告(PSA)是电视广告，是反吸烟公共卫生运动的关键组成部分。了解反烟草广告的神经生理学关联是迈向新的客观评价和设计方法的重要一步。在本研究中，我们使用功能磁共振成像(FMRI)研究了禁烟广告的内容(论据强度)和形式(信息感知值)之间的交互作用对人类大脑和行为的影响。71名不寻求治疗的吸烟者在fMRI扫描期间观看了16个高或低论点强度的广告。因变量是大脑功能磁共振信号，广告的即时回忆，戒烟意图的即时变化，以及一个月随访时主要尼古丁代谢物可替宁的尿液水平。全脑方差分析显示，在额叶下部、顶叶下部和梭形回、楔前叶和背内侧前额叶皮质(DMPFC)，论点强度和信息知觉价值存在交互作用。回归分析显示，dMPFC中的激活预示着一个月后可替宁水平的降低。这些结果表征了参与劝说沟通处理的关键大脑区域，并表明大脑fMRI对反吸烟广告的反应可以预测不寻求治疗的吸烟者随后的吸烟严重程度。我们的发现证明了广告内容的质量对于客观广告结果的重要性，并表明功能磁共振研究可能有助于电视公共卫生公告的发布前评估。
Public service announcements (PSAs) are televised ads that are a key component of public health campaigns against smoking. Understanding the neurophysiological correlates of anti-tobacco ads is an important step towards novel objective methods of their evaluation and design. In the present study, we used Functional Magnetic Resonance Imaging (fMRI) to investigate the brain and behavioral effects of the interaction between content (“argument strength”) and format (“message sensation value”) of anti-smoking ads in human. Seventy-one non-treatment seeking smokers viewed a sequence of sixteen high or 16 low argument strength ads during a fMRI scan. Dependent variables were brain fMRI signal, the immediate recall of the ads, immediate change in Intentions to Quit Smoking and the urine levels of a major nicotine metabolite cotinine at a one-month follow-up. Whole brain ANOVA revealed that argument strength and message sensation value interacted in the inferior frontal, inferior parietal and fusiform gyri, the precuneus and the dorsomedial prefrontal cortex (dMPFC). Regression analysis showed that the activation in the dMPFC predicted lower cotinine levels a month later. These results characterize the key brain regions engaged in the processing of persuasive communications and suggest that brain fMRI response to anti-smoking ads could predict subsequent smoking severity in non-treatment seeking smokers. Our findings demonstrate the importance of the quality of ad content for objective ad outcomes and suggest that fMRI investigation may aid the pre-release evaluation of televised public health announcements.