The Neural Correlates of Effective Drug Prevention Messages

描述（由申请人提供）：可卡因、摇头丸等非法药物的滥用对社会造成了巨大的危害。根据卫生和公众服务部的数据，每年大约有3 500万12岁或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。尽管毒品预防广告已经使用了几十年，并且是禁毒政策的重要组成部分，但关于这些广告在阻止吸毒方面的有效性存在相当大的争议，并且越来越需要开发新的创新评估工具。我们提出，功能磁共振成像（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有效性措施提供有用的补充。我们将把市场研究的方法与功能磁共振成像、皮肤电反应和眼动数据结合起来，以确定抗药广告的参与和有效性。我们建议使用一种新的主体间相关性（ISC）分析，我们最近证明，这种分析是探索人类大脑在自然观看复杂刺激时的功能和组织的有力工具（例如，在我们之前的研究中，电影；在当前的应用中，广告）。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，并确定提高预防信息有效性的干预措施。此外，所提出的研究提供了一个机会来描述个性特征的个体差异与神经处理的个体差异之间的相关性。最后，本研究为研究参与的基本神经过程提供了一个平台。可卡因和摇头丸等非法药物的滥用对社会造成巨大损害。拟议的研究计划旨在描述不同药物滥用预防信息的参与水平和有效性的神经相关性。我们建议将市场研究、神经科学研究的方法结合起来，开发新的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，纳税人的钱得到有效利用。

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.