Neuroimaging study of HIV-prevention public service announcements

描述(由申请人提供)：公共服务公告(PSA)是针对艾滋病毒危险行为的媒体公共卫生艾滋病毒预防努力的关键组成部分。基于网络的广告和健康教育的增长扩大了PSA的潜在应用。改进的PSA评估方法超越了传统的基于自我报告的方法，有助于提高PSA的有效性。我们之前已经证明，大脑的功能磁共振成像(FMRI)可能是客观评估反烟草PSA的一种新工具。我们小组和其他人正在进行的工作表明，脑功能磁共振成像与详细的认知加工和个人相关性的PSA可以预测反烟草PSA暴露后的积极行为变化。目前的建议是将关于禁烟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。我们在观看以高加索演员和异性恋为主题的通用PSA(SS PSA)的健康年轻男性和女性的初步fMRI研究显示，性别和种族对这些PSA的大脑fMRI反应存在差异。在美国，与男性发生性行为的非裔美国人(AA MSM)感染艾滋病毒的风险最高，但大多数艾滋病毒预防PSA并不是为这一人群量身定做的。我们建议评估HIV预防PSA的个人相关性(定制)水平对他们预期结果的影响，方法是比较更多和更少个人相关性(“定制”和“非定制”)SS PSA在44名AA MSM队列中的大脑和行为结果，这些人被分配来查看定制或非定制的SS PSA。我们假设，量体裁衣对SS PSA的有效性可能至少与对抗烟草PSA一样重要。我们的具体假设是：(1)与非定制的SS PSA相比，针对观看者的性取向和种族而定制的SS PSA更容易被记住，并且与安全套使用态度的更大变化相关。(2)与非定制的PSA相比，定制的SS PSA在与自我参照和精细加工相关的脑区诱导了更大的激活。(3)与自我参照过程相关的区域的大脑激活将预测随后对PSA的回忆和避孕套使用态度的改变。这项提案将是首个将迅速增长的、主要在烟草控制领域发展的说服性沟通神经科学知识基金，转化为美国艾滋病毒感染和传播风险最高的人群的提案。该提案在技术、研究人群和跨学科方法的结合上具有创新性。基于网络的专业化和个性化场所的迅速增长进一步突显了这一提议的新颖性，个人可以通过这些场所获得与个人有关的健康信息。该项目的实施将使拟议的首席调查员能够将其在关于成瘾的神经成像研究以及在艾滋病毒/艾滋病和南部非洲疾病研究的交汇点上的公共卫生传播方面的丰富经验结合起来。

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.