The Neural Correlates of Effective Drug Prevention Messages

描述(申请人提供)：滥用可卡因和摇头丸等非法药物对社会造成巨大破坏。根据卫生和公众服务部的数据，每年约有3500万12岁及以上的人使用非法药物，2003年有超过380万人依赖或滥用非法药物。尽管毒品预防广告已经使用了几十年，是禁毒政策的重要组成部分，但对于这些广告在威慑毒品使用方面的效果存在相当大的争议，而且越来越需要开发新的创新评估工具。我们认为，功能磁共振成像(FMRI)可以为药物滥用预防信息的有效性提供洞察力，并可以为现有的显性和隐性广告有效性测量提供有用的补充。我们将把市场研究的方法与功能磁共振成像、皮肤电流反应和眼动数据结合起来，以确定禁毒广告的参与度和有效性。我们建议使用一种新的受试者间相关性(ISC)分析，我们最近证明该分析是在自然观看复杂刺激(例如，我们先前研究中的电影；当前应用中的广告)期间探索人脑功能和组织的强大工具。拟议的实验将提供与广告参与相关的激活模式的详细特征，区分每个广告的参与程度和有效性，并确定提高预防信息有效性的干预措施。此外，这项拟议的研究提供了一个机会来表征个性特征的个体差异与神经加工的个体差异之间的相关性。最后，建议的研究是一个研究参与背后的基本神经过程的平台。滥用可卡因和摇头丸等非法药物给社会造成了巨大的破坏。拟议的研究计划旨在确定不同药物滥用预防信息的参与程度和有效性之间的神经关联。我们建议结合市场研究、神经科学研究的方法，开发新的工具来评估不同预防信息的有效性。这类工具有可能确保预防信息有效，并确保纳税人的资金得到有效利用。

DESCRIPTION (provided by applicant): The abuse of illicit drugs such as cocaine and MDMA inflicts tremendous damage on society. According to the Department of Health and Human Services, approximately 35 million persons 12 or older use an illicit drug within each year, and more than 3.8 million were dependent on or abusers of illicit drugs in 2003. Although drug prevention advertisements have been used for decades and are an important part of anti-drug policy, there is considerable controversy over how effective these ads are at deterring drug use, and there is a growing need for the development of new innovative assessment tools. We propose that functional magnetic resonance imaging (fMRI) can provide insights into the effectiveness of substance abuse prevention messages, and can provide a useful complement to existing explicit and implicit measures of ad effectiveness. We will combine methods from marketing research with fMRI, galvanic skin response, and eye movement data, to determine engagement in and effectiveness of anti-drug ads. We propose using a novel inter-subject correlation (ISC) analysis that we have recently shown to be a powerful tool for exploring the function and organization of the human brain during natural viewing of complex stimuli (e.g., films in our previous research; advertisements in the current application). The proposed experiments will provide a detailed characterization of the activation patterns associated with engagement in the ads, distinguish between the engagement level and the effectiveness of each ad, and identify interventions for enhancing the effectiveness of prevention messages. Moreover, the proposed research provides an opportunity for characterizing correlations between individual differences in personality traits with individual differences in neural processing. Finally, the proposed research is a platform for studying the basic neural processes underlying engagement. The abuse of illicit drugs such as cocaine and MDMA inflicts tremendous damage on society. The proposed research plan is aimed at characterizing the neural correlates of the engagement level and effectiveness of different substance abuse prevention messages. We propose to combine methods from marketing research neuroscience research to develop new tools for assessing the effectiveness of different prevention messages. Such tools have the potential to ensure that prevention messages are effective and that taxpayers' dollars are efficiently used.