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MDMA等非法药物会对社会造成巨大破坏。根据卫生和公共服务部的说法，每年大约有3500万人在2003年依赖或超过380万名非法药物。在2003年，非法药物的滥用者或滥用者在2003年。尽管药物预防广告已经使用了数十年来，并且是抗毒品政策的重要组成部分，并且对抗毒品的政策的重要争议是有效的，这些广告对这些广告的开发有效地构成了创造性，并且可以使这些毒品生长，并且是不断增长的。我们建议功能性磁共振成像（fMRI）可以提供有关预防药物滥用信息的有效性的见解，并可以为现有的AD AD效力的现有明确和隐性措施提供有用的补充。我们将将营销研究中的方法与fMRI，电流皮肤反应和眼动数据相结合，以确定抗药物广告的参与和有效性。我们建议使用一种新型的主体间相关（ISC）分析，该分析最近证明是在自然观察复杂刺激期间探索人脑功能和组织的强大工具（例如，我们先前的研究中的电影；当前应用中的广告）。提出的实验将提供与参与广告相关的激活模式的详细表征，区分参与度和每个AD的有效性，并确定提高预防信息有效性的干预措施。此外，拟议的研究为表征人格特征的个体差异与神经处理中个体差异之间的相关性提供了一个机会。最后，拟议的研究是研究参与基本的基本神经过程的平台。滥用可卡因和MDMA等非法药物会对社会造成巨大破坏。拟议的研究计划旨在表征不同药物滥用信息的参与水平和有效性的神经相关性。我们建议将营销研究神经科学研究中的方法结合在一起，以开发新的工具来评估不同的预防信息的有效性。这样的工具有可能确保预防消息有效，并有效地使用纳税人的美元。