The Neural Correlates of Effective Drug Prevention Messages

描述（由申请人提供）：滥用可卡因和摇头丸等非法药物对社会造成巨大损害。据卫生和公众服务部称，每年约有3 500万12岁或12岁以上的人使用非法药物，2003年有380多万人依赖或滥用非法药物。虽然药物预防广告已经使用了几十年，是禁毒政策的重要组成部分，有相当大的争议，如何有效地阻止这些广告是在药物使用，有越来越多的需要开发新的创新评估工具。我们建议，功能性磁共振成像（fMRI）可以提供深入了解药物滥用预防信息的有效性，并可以提供一个有用的补充，现有的显式和隐式的广告效果的措施。我们将联合收割机的方法，从市场研究与功能磁共振成像，皮肤电反应，眼球运动数据，以确定参与和有效的禁毒广告。我们建议使用一种新的受试者间相关性（ISC）分析，我们最近已经证明这是一种强大的工具，用于探索人类大脑在自然观察复杂刺激（例如，我们以前的研究中的电影;当前应用中的广告）。拟议的实验将提供一个详细的表征激活模式与广告中的参与，区分参与水平和每个广告的有效性，并确定干预措施，以提高预防信息的有效性。此外，拟议的研究提供了一个机会，表征人格特质的个体差异与神经处理的个体差异之间的相关性。最后，拟议的研究是一个平台，研究基本的神经过程的参与。可卡因和摇头丸等非法药物的滥用给社会造成巨大危害。拟议的研究计划的目的是表征神经相关的参与水平和有效性的不同药物滥用预防信息。我们建议联合收割机的方法，从市场研究神经科学研究开发新的工具，评估不同的预防信息的有效性。这些工具有可能确保预防信息的有效性和纳税人的钱得到有效使用。

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.