Functional MRI of anti-tobacco public service announcements

反烟草公共服务公告的功能性 MRI

• 批准号: 7384308
• 负责人: DANIEL D LANGLEBEN
• 金额: $ 39.38万
• 依托单位: UNIVERSITY OF PENNSYLVANIA
• 依托单位国家: 美国
• 财政年份: 2007
• 资助国家: 美国
• 起止时间: 2007-09-20 至 2011-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7384308
• 关键词: Attention; Attenuated; Attitude; Auditory system; Behavioral; Brain; Brain region; Characteristics; Cognitive; Communication; Communication Research; Condition; Conflict (Psychology); Data; Development; Effectiveness; Esthesia; Evaluation; Functional Magnetic Resonance Imaging; General Population; Goals; Health Communication; Hippocampus (Brain); Human; Invasive; Knowledge; Learning; Life; MFC; Magnetic Resonance Imaging; Mass Media; Measures; Media Campaign; Medial; Mediating; Memory; Methodology; Methods; Neuroanatomy; Neurosciences Research; Outcome; Outcome Measure; Participant; Patient Self-Report; Pattern; Pharmaceutical Preparations; Process; Public Health; Research; Research Project Grants; Resources; Sensory; Services; Signal Transduction; Smoke; Smoker; Smoking; Staging; Stimulus; System; Techniques; Temporal Lobe; Testing; Tobacco; Tobacco use; Today; Vision; Visual; addiction; anti-smoking; base; blood oxygen level dependent; cognitive neuroscience; communication theory; design; improved; instrument; mortality; neuroimaging; relating to nervous system; response; sensory stimulus; smoking cessation; success; theories; tool

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.

描述（由申请人提供）：烟草使用是全世界可预防的最大死亡原因之一。一些利用反烟草公共服务公告（PSA）进行的电视反吸烟运动已导致吸烟人数减少。并非所有方法都有效，这促使人们寻找超越当今采用的自我报告方法的客观 PSA 评估方法。识别有效公益广告的神经关联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。神经影像学提供了一套工具来研究大脑对感官刺激（例如 PSA）的反应。健康传播研究已将消息格式（“消息感觉价值”，MSV）和内容（论点质量或“强度”，AS）作为 PSA 的关键变量。初步数据证明了 MSV 和 AS 工具的构建并表明了预测的有效性。我们的功能磁共振成像数据表明，PSA 具有明显的大脑相关性，并且与高 MSV PSA 相比，低 MSV PSA 可能与更大的前额叶和边缘系统激活相关。这些结果与假设消息的信息成分之间对有限认知资源的竞争的理论产生了共鸣。如果 PSA 格式与 PSA 内容竞争注意力资源，那么吸引注意力（高 MSV）的格式可能会阻碍对消息论点的了解。我们建议使用血氧水平依赖性 (BOLD) 功能磁共振成像 (fMRI) 来评估 PSA 对 64 名经常吸烟者的大脑影响。研究目标是确定a）对MSV和AS有不同反应的大脑系统，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结果联系起来。我们将使用 2x2x12 混合设计（MSV；2 个水平，受试者内）x 论证强度（AS；2 个水平，受试者之间）x 重复（12 个 PSA，受试者内）来测试 MSV 和 AS 的大脑和行为影响。参与者将被分配到高或低 AS 组，并查看高和低 MSV PSA 的伪随机序列，同时测量 BOLD fMRI，然后进行认知和行为结果测量。该项目将成瘾、传播和神经科学研究联系起来，探索公益广告评估和设计的新方法，并提高反成瘾媒体活动对抗成瘾和拯救生命的能力。烟草使用是全世界可预防的最大死亡原因之一。使用电视反烟草公共服务公告 (PSA) 进行的大规模媒体宣传活动在某些情况下显着减少了吸烟人数，但在其他情况下却没有，这促使人们寻找超越当前自我报告措施的客观 PSA 评估方法。认知神经科学和功能磁共振成像 (fMRI) 提供了一套工具来客观、非侵入性地研究大脑对媒体的反应。这些工具尚未应用于一般的健康传播，特别是公益广告。我们的初步功能磁共振成像数据表明，PSA 格式和内容是关键的信息参数，具有与短期 PSA 结果测量相关的独特大脑特征。基于沟通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 内容和格式特征对 64 名经常吸烟者大脑活动的影响。将使用“混合”统计设计来测试受试者内部和之间的 PSA 格式（信息感知价值）和内容（信息论证强度）测量的效果。大脑活动将是主要的结果指标。我们还将探讨大脑激活模式与说服影响的替代结果（例如态度、感知有效性和回忆）之间的关系。该项目将成瘾、沟通和认知神经科学研究领域联系起来，将为开发基于证据的方法论奠定基础，以评估和设计抗成瘾公益广告，并为更有效的公共卫生沟通奠定基础。