Neuroimaging study of HIV-prevention public service announcements

描述（由申请人提供）：公益广告（psa）是针对艾滋病毒风险行为的媒体公共卫生艾滋病毒预防工作的关键组成部分。网络广告和健康教育的增长扩展了PSA的潜在应用。在传统的基于自我报告的PSA评估方法的基础上，改进PSA评估方法有助于提高PSA的有效性。我们之前已经表明，脑功能磁共振成像（fMRI）可以成为客观评估抗烟草公益广告的新工具。我们小组和其他人正在进行的工作表明，大脑功能磁共振成像相关的详细认知加工和PSA的个人相关性可以预测抗烟草PSA暴露后的积极行为变化。目前的建议是将抗烟草PSA对大脑和行为影响的数据扩展到艾滋病毒/艾滋病预防领域。我们对健康的年轻男性和女性进行了初步的功能磁共振成像研究，他们观看了以白人演员和异性恋为主要特征的促进安全性行为的通用PSA (SS PSA)，显示了性别和种族对这些PSA的脑功能磁共振反应的差异。在美国，与男性发生性关系的非裔美国男性（AA - MSM）感染艾滋病毒的风险最高，但大多数艾滋病毒预防公益广告并不是为这一人群“量身定制”的。我们建议通过比较44名AA男男性行为者的大脑和行为结果，来评估艾滋病毒预防PSA的个人相关性（定制）水平对其预期结果的影响，这些男性行为者被分配观看定制或非定制的SS PSA。我们假设，裁剪对SS PSA的有效性可能至少与对反烟草PSA的有效性一样重要。我们的具体假设是：(1)与未定制的SS PSA相比，针对观众的性取向和种族“量身定制”的SS PSA会被更好地记住，并与安全套使用态度的更大变化相关联；(2)量身定制的SS PSA诱导了与自我参照和精细过程相关的大脑区域的更大激活。(3)与自我参照过程相关区域的大脑激活将预测随后对PSA的回忆和安全套使用态度的变化。该提案将是第一个将主要在烟草控制领域发展起来的说服性沟通的神经科学方面迅速增长的知识基金，转化为美国艾滋病毒感染和传播风险最高的人群。该提案在技术、研究人口和跨学科方法的结合方面具有创新性。专业化和个性化网络场所的快速增长进一步强调了这一建议的新颖性，个人可以通过这些场所访问与个人相关的卫生通信。该项目的表现将使拟议的首席研究员能够融合他在成瘾神经影像学研究和艾滋病毒/艾滋病与SUD研究交叉的公共卫生传播方面的丰富经验。

DESCRIPTION (provided by applicant): Public service announcements (PSAs) are the key component of media public health HIV prevention efforts targeting HIV risk behaviors. Growth in Web-based advertising and health education extends the potential applications of PSA. Improved methods of PSA evaluation beyond the traditional approaches based on self- report could help improve effectiveness of PSA. We have previously shown that functional magnetic resonance imaging (fMRI) of the brain could be a novel tool for objective evaluation of anti-tobacco PSAs. Ongoing work by our group and others, suggests that the brain fMRI correlates of elaborated cognitive processing and personal relevance of PSA can predict positive behavioral changes after anti-tobacco PSA exposure. The present proposal is to extend the data on the brain and behavioral effects of anti-tobacco PSA to the field of HIV/AIDS prevention. Our preliminary fMRI study in healthy young men and women viewing generic PSAs promoting safer sex (SS PSA) that feature predominantly Caucasian actors and heterosexual themes, show gender and race differences in the brain fMRI response to these PSA. African American men who have sex with men (AA MSM) are at highest risk for HIV infection in the US, yet most HIV prevention PSAs are not "tailored" for this population. We propose to evaluate the impact of the level of personal relevance (tailoring) of HIV prevention PSA on their intended outcomes, by comparing the brain and behavioral outcomes of more and less personally relevant ("tailored" and "untailored") SS PSA in a cohort of 44 AA MSM assigned to view either tailored or untailored SS PSA. We hypothesize that tailoring is likely to be at least as importan for the effectiveness of SS PSA as it is for anti-tobacco PSA. Our specific hypotheses are that (1) SS PSAs "tailored" to viewer's sexual orientation and race will be better remembered and associated with greater change in the condom use attitudes, than the untailored SS PSA~ (2) Tailored SS PSA induce greater activation in the brain areas related to the self-referential and elaborative process, than the untailored PSA and (3) Brain activation in regions associated with the self-referential process will predict subsequent recall of the PSA and change in condom use attitudes. The proposal would be the first to translate the rapidly growing fund of knowledge on the neuroscience of persuasive communications developed predominantly in the field of tobacco control, to a population at highest risk for HIV acquisition and transmission in the US. The proposal is innovative in its combination of technology, study population and the trans-disciplinary approach. The novelty of this proposal is further underscored by the rapid growth of specialized and personalized Web based venues, through which individuals can access personally relevant health communications. Performance of the project will enable the proposed principal investigator to merge his extensive experience in neuroimaging research on addiction and on public health communications at the intersection of HIV/AIDS and SUD research.