Functional MRI of anti-tobacco public service announcements

描述（由申请人提供）：烟草使用是世界上最大的可预防的死亡原因之一。一些电视反吸烟运动使用反烟草公共服务公告（psa）导致吸烟减少。并非所有的方法都有效，这促使人们寻找客观的PSA评估方法，而不是今天采用的自我报告方法。识别有效公益广告的神经关联可以改善评估和设计过程，从而提高反成瘾公共活动的效果。神经影像学提供了一套工具来研究大脑对感官刺激的反应，如psa。健康传播研究已经确定了信息格式（“信息感觉价值”，MSV）和内容（论点质量或“强度”，AS）作为psa的关键变量。初步数据证明了MSV和AS工具的结构和预测有效性。我们的fMRI数据显示PSAs与大脑有明显的相关性，低MSV PSAs可能比高MSV PSAs与更大的前额叶和边缘激活有关。这些结果与假设信息的信息成分之间竞争有限的认知资源的理论产生了共鸣。如果PSA格式与PSA内容竞争注意力资源，那么注意力攫取（高MSV）格式可能会阻碍信息论点的学习。我们建议使用血氧水平依赖（BOLD）功能磁共振成像（fMRI）来评估64名经常吸烟者的psa对大脑的影响。研究目标是确定a)对MSV和AS反应不同的脑系统，b)预测替代PSA结果的脑活动模式，从而将PSA特征、介导它们的脑系统和PSA结果联系起来。我们将使用2x2x12混合设计（MSV； 2个水平，受试者内部）x论证强度（AS； 2个水平，受试者之间）x重复（12个psa，受试者内部）来测试MSV和AS对大脑和行为的影响。参与者将被分配到高或低AS组，观察高和低MSV psa的伪随机序列，同时进行BOLD fMRI测量，随后进行认知和行为结果测量。结合成瘾、通信和神经科学研究，该项目将探索公益广告评估和设计的新方法，并提高反成瘾媒体运动的能力，以对抗成瘾和拯救生命。烟草使用是世界范围内可预防的最大死亡原因之一。使用电视反烟草公共服务公告（PSA）的大规模媒体宣传在某些情况下导致了吸烟的显著减少，但在其他情况下却没有，这促使人们寻找PSA评估的客观方法，超越目前的自我报告措施。认知神经科学和功能磁共振成像（fMRI）为客观、无创地研究大脑对媒体的反应提供了一套工具。这些工具尚未应用于一般的卫生传播，特别是公共服务方案。我们的初步fMRI数据表明，PSA的格式和内容是关键的信息参数，具有不同的大脑特征，与短期PSA结果测量相关。基于传播学理论和我们的实验数据，我们建议使用功能磁共振成像来评估64名经常吸烟者的PSA含量和格式特征对大脑活动的影响。“混合”统计设计将用于测试PSA格式（信息感觉值）和内容（信息论证强度）在受试者内部和受试者之间的测量效果。大脑活动将是主要的结果衡量标准。我们还将探讨大脑激活模式与说服影响的替代结果的关系，如态度、感知有效性和回忆。该项目连接了成瘾、交流和认知神经科学研究领域，将为开发基于证据的方法来评估和设计反成瘾公益广告以及更有效的公共卫生交流奠定基础。

DESCRIPTION (provided by applicant): Tobacco use is one of the greatest preventable causes of mortality worldwide. Some televised anti-smoking campaigns using anti-tobacco public service announcements (PSAs) have led to smoking reduction. Not all have been effective, prompting a search for objective methods of PSA evaluation, beyond the self-report measures employed today. Identifying the neural correlates of effective PSAs could improve the evaluation and design process, and thus increase the efficacy of anti-addiction public campaigns. Neuroimaging provides a set of tools to study brain response to sensory stimuli, such as PSAs. Health communication research has identified measures of message format ("message sensation value", MSV) and content (argument quality or "strength", AS) as critical variables of PSAs. Preliminary data demonstrate construct and suggest predictive validity of MSV and AS instruments. Our fMRI data show that PSAs have distinct brain correlates and that low MSV PSAs may be associated with greater prefrontal and limbic activation than high MSV PSAs. These results resonate with theories postulating a competition between message's information components for limited cognitive resources. If PSA format competes with PSA content for attentional resources, then attention- grabbing (high MSV) format could impede the learning of a message's argument. We propose using Blood Oxygenation Level Dependent (BOLD) functional Magnetic Resonance Imaging (fMRI) to evaluate the brain effects of PSAs in 64 regular smokers. Study goals are to identify a) brain systems that respond differentially to MSV and AS and b) patterns of brain activity predictive of the surrogate PSA outcomes, thus tying PSAs features, the brain systems mediating them and PSA outcomes. We will use a 2x2x12 mixed design (MSV; 2 levels, within subjects) x Argument Strength (AS; 2 levels, between subjects) x Replications (12 PSAs, within subjects) to test the brain and behavioral effects of MSV and AS. Participants will be assigned to high or low AS groups and view a pseudorandom sequence of high and low MSV PSAs while BOLD fMRI is measured, followed by cognitive and behavioral outcome measures. Bridging the addiction, communications, and neuroscience research, this project will explore new methods of PSAs evaluation and design and increase the ability of anti-addiction media campaigns to combat addiction and save lives. Tobacco use is one of the greatest preventable causes of mortality worldwide. Large-scale media campaigns using televised anti-tobacco public service announcements (PSAs) have led to significant reduction in smoking in some cases, but not others, prompting a search for objective methods of PSA evaluation, beyond the current self-report measures. Cognitive neuroscience and functional Magnetic Resonance Imaging (fMRI) provide a set of tools to objectively and non-invasively study brain response to media. These tools have not yet been applied to health communications in general and PSAs in particular. Our preliminary fMRI data suggest that PSA format and content are critical message parameters with distinct brain signatures that correlate with short-term PSA outcome measures. Based on theories of communication and our experimental data, we propose using fMRI to evaluate the effects of PSA content and format features on brain activity in 64 regular smokers. A "mixed" statistical design will be used to test the effects of measures of PSA format (Message Sensation Value) and content (message Argument Strength) within and between subjects. Brain activity will be the primary outcome measure. We will also explore the relationship of brain activation patterns to surrogate outcomes of persuasive impact, such as attitudes, perceived effectiveness, and recall. Bridging the fields of addiction, communication and cognitive neuroscience research, this project will set the stage for development of evidence-based methodology to evaluate and design anti-addiction PSAs and to the more effective public health communications in general.