The Neural Correlates of Effective Drug Prevention Messages

有效药物预防信息的神经关联

• 批准号: 7383982
• 负责人: DAVID J HEEGER
• 金额: $ 57.41万
• 依托单位: NEW YORK UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-06-20 至 2011-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7383982
• 关键词: Advertisements; Affect; Arousal; Attention; Attitude; Behavior; Behavioral; Brain; Brain region; Characteristics; Cocaine; Complement; Complex; Data; Development; Drug usage; Effectiveness; Ensure; Exposure to; Eye Movements; Film; Functional Magnetic Resonance Imaging; Galvanic Skin Response; Human; Illicit Drugs; Individual Differences; Intervention; Market Research; Measures; Methods; Neurons; Neurosciences Research; Patient Self-Report; Pattern; Personality; Personality Traits; Persons; Pharmaceutical Preparations; Physiological; Policies; Prevention; Principal Investigator; Process; Psychophysiology; Research; Resources; Societies; Stimulus; Surveys; Television; Testing; United States Dept. of Health and Human Services; Validation; base; ecstasy; innovation; insight; movie; novel; relating to nervous system; research study; response; spatiotemporal; substance abuse prevention; tool; willingness

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.

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。据卫生与公众服务部统计，每年大约有 3500 万名 12 岁或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。虽然药物预防广告已经使用了数十年，并且是禁毒政策的重要组成部分，但对于这些广告在阻止药物使用方面的效果存在相当大的争议，并且越来越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）可以深入了解药物滥用预防信息的有效性，并可以为现有的显性和隐性广告效果衡量标准提供有用的补充。我们将把营销研究的方法与功能磁共振成像、皮肤电反应和眼球运动数据结合起来，以确定禁毒广告的参与度和有效性。我们建议使用一种新颖的主体间相关性（ISC）分析，我们最近证明它是一种强大的工具，可以在自然观看复杂刺激（例如，我们之前研究中的电影；当前应用中的广告）时探索人脑的功能和组织。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水平和有效性，并确定增强预防信息有效性的干预措施。此外，拟议的研究提供了一个机会来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，所提出的研究是研究参与的基本神经过程的平台。可卡因和摇头丸等非法药物的滥用给社会造成了巨大损害。拟议的研究计划旨在表征不同药物滥用预防信息的参与程度和有效性的神经相关性。我们建议结合营销研究神经科学研究的方法来开发新工具来评估不同预防信息的有效性。这些工具有可能确保预防信息有效，并确保纳税人的钱得到有效利用。