Functional MRI of anti-tobacco public service announcements

说明(申请人提供)：烟草使用是全世界可预防的死亡最大原因之一。一些使用反烟草公共服务公告(PSA)的电视禁烟运动导致了吸烟的减少。并非所有措施都是有效的，这促使人们寻找客观的PSA评估方法，而不是今天采用的自我报告措施。识别有效的PSA的神经相关因素可以改进评估和设计过程，从而提高反成瘾公共活动的有效性。神经成像提供了一套工具来研究大脑对感觉刺激的反应，如PSA。健康传播研究已将信息格式(“信息感觉价值”，MSV)和内容(论据质量或“强度”，AS)的衡量标准确定为PSA的关键变量。初步数据显示了MSV和AS工具的结构和建议的预测有效性。我们的fMRI数据显示，PSA与大脑有明显的相关性，与高MSV PSA相比，低MSV PSA可能与更大的前额叶和边缘激活有关。这些结果与假设信息的信息成分之间竞争有限的认知资源的理论是一致的。如果PSA格式与PSA内容竞争注意资源，那么注意力捕捉(高MSV)格式可能会阻碍对信息论点的学习。我们建议使用血液氧合水平依赖(BOLD)功能磁共振成像(FMRI)来评估PSA对规律吸烟者的脑影响。研究目标是确定a)对MSV和AS做出不同反应的大脑系统，以及b)预测替代PSA结果的大脑活动模式，从而将PSA特征、调节它们的大脑系统和PSA结果联系在一起。我们将使用2x2x12混合设计(MSV；两个水平，在受试者内部)×论点强度(AS；两个水平，受试者之间)×重复(12个PSA，在受试者内部)来测试MSV和AS对大脑和行为的影响。参与者将被分配到高AS组或低AS组，并在测量BOLD fMRI的同时查看高MSV PSA和低MSV PSA的伪随机序列，然后测量认知和行为结果。该项目将成瘾、传播和神经科学研究联系起来，探索PSA评估和设计的新方法，并提高反成瘾媒体宣传活动的能力，以打击成瘾和拯救生命。烟草使用是全世界可预防的死亡最大原因之一。使用电视转播的反烟草公共服务公告(PSA)的大规模媒体宣传活动在某些情况下大幅减少了吸烟，但在另一些情况下却没有，促使人们寻找客观的PSA评估方法，而不是目前的自我报告措施。认知神经科学和功能磁共振成像(FMRI)为客观、非侵入性地研究大脑对媒体的反应提供了一套工具。这些工具尚未普遍应用于保健通信，特别是私营部门协会。我们的初步fMRI数据表明，PSA格式和内容是关键的信息参数，具有明显的大脑特征，与短期PSA结果测量相关。基于传播学理论和我们的实验数据，我们建议使用功能磁共振成像来评估PSA内容和形式特征对规律吸烟者脑活动的影响。将使用“混合”统计设计来测试PSA格式(信息感知值)和内容(信息论据强度)的测量在受试者内部和之间的效果。大脑活动将是主要的结果衡量标准。我们还将探索大脑激活模式与说服性影响的替代结果的关系，如态度、感知有效性和回忆。该项目将成为成瘾、传播和认知神经科学研究领域的桥梁，将为基于证据的方法的发展奠定基础，以评估和设计防成瘾PSA，并总体上实现更有效的公共卫生传播。

DESCRIPTION (provided by applicant): Tobacco use is one of the greatest preventable causes of mortality worldwide. Some televised anti-smoking campaigns using anti-tobacco public service announcements (PSAs) have led to smoking reduction. Not all have been effective, prompting a search for objective methods of PSA evaluation, beyond the self-report measures employed today. Identifying the neural correlates of effective PSAs could improve the evaluation and design process, and thus increase the efficacy of anti-addiction public campaigns. Neuroimaging provides a set of tools to study brain response to sensory stimuli, such as PSAs. Health communication research has identified measures of message format ("message sensation value", MSV) and content (argument quality or "strength", AS) as critical variables of PSAs. Preliminary data demonstrate construct and suggest predictive validity of MSV and AS instruments. Our fMRI data show that PSAs have distinct brain correlates and that low MSV PSAs may be associated with greater prefrontal and limbic activation than high MSV PSAs. These results resonate with theories postulating a competition between message's information components for limited cognitive resources. If PSA format competes with PSA content for attentional resources, then attention- grabbing (high MSV) format could impede the learning of a message's argument. We propose using Blood Oxygenation Level Dependent (BOLD) functional Magnetic Resonance Imaging (fMRI) to evaluate the brain effects of PSAs in 64 regular smokers. Study goals are to identify a) brain systems that respond differentially to MSV and AS and b) patterns of brain activity predictive of the surrogate PSA outcomes, thus tying PSAs features, the brain systems mediating them and PSA outcomes. We will use a 2x2x12 mixed design (MSV; 2 levels, within subjects) x Argument Strength (AS; 2 levels, between subjects) x Replications (12 PSAs, within subjects) to test the brain and behavioral effects of MSV and AS. Participants will be assigned to high or low AS groups and view a pseudorandom sequence of high and low MSV PSAs while BOLD fMRI is measured, followed by cognitive and behavioral outcome measures. Bridging the addiction, communications, and neuroscience research, this project will explore new methods of PSAs evaluation and design and increase the ability of anti-addiction media campaigns to combat addiction and save lives. Tobacco use is one of the greatest preventable causes of mortality worldwide. Large-scale media campaigns using televised anti-tobacco public service announcements (PSAs) have led to significant reduction in smoking in some cases, but not others, prompting a search for objective methods of PSA evaluation, beyond the current self-report measures. Cognitive neuroscience and functional Magnetic Resonance Imaging (fMRI) provide a set of tools to objectively and non-invasively study brain response to media. These tools have not yet been applied to health communications in general and PSAs in particular. Our preliminary fMRI data suggest that PSA format and content are critical message parameters with distinct brain signatures that correlate with short-term PSA outcome measures. Based on theories of communication and our experimental data, we propose using fMRI to evaluate the effects of PSA content and format features on brain activity in 64 regular smokers. A "mixed" statistical design will be used to test the effects of measures of PSA format (Message Sensation Value) and content (message Argument Strength) within and between subjects. Brain activity will be the primary outcome measure. We will also explore the relationship of brain activation patterns to surrogate outcomes of persuasive impact, such as attitudes, perceived effectiveness, and recall. Bridging the fields of addiction, communication and cognitive neuroscience research, this project will set the stage for development of evidence-based methodology to evaluate and design anti-addiction PSAs and to the more effective public health communications in general.