Social and Cognitive Neuroscience Core

最终，拟议中心的目标是了解沟通为什么以及如何影响健康相关的 行为和决策。具体来说，我们想知道如何通过特定的 个体特征影响随后的健康行为。例如，如何定制消息 影响吸烟者后来戒烟的决定吗？如何定制一个关于 结直肠癌会影响人们接受筛查的意愿吗如何定制有关前列腺的信息 癌症会影响患者随后与医生就治疗偏好进行的对话吗？ 回答这类问题的一个重要障碍是，与健康有关的决定可能有许多 不同的原因;这些原因可能很难用纯粹的行为措施来解开。我们 因此，我希望能结合一些措施，开始解决潜在的神经和认知机制 导致了观察到的行为。 社会和认知神经科学核心（核心C）的主要目的是提供使用 功能性神经成像和眼动追踪，以探索潜在的生物和认知机制， 行为改变和。决策。最终这项工作可能会导致更精确的“神经预测试” 最大化干预信息的有效性。我们的目标是开发可再生能源， 功能性磁共振成像（fMRI）和眼动追踪研究在健康传播领域。我们希望提供 专业知识，定期培训新人，使专业知识不断更新，并提供 进行最先进研究所需的设施。 在市场营销领域，这一领域被称为“神经营销”，并越来越多地在私人领域使用。 主要广告公司30.基于最近CECCR 1资助的fMRI和眼动追踪结果， 汉娜·菲耶·蔡博士的研究，我们希望这三项研究的核心， 项目，将涉及不同的神经和认知机制比不太定制或未经定制的通信 (Chua例如，审查中）。如果是这样，那么它就有可能预测哪些与健康有关的信息 在干预开始之前对特定个体最有效。核心C将使之有可能 以严格的方式调查这些重要问题。

Ultimately, the goal of the proposed Center is to understand why and how communication affects healthrelated behavior and decision making. Specifically, we want to know how tailoring communication by specific individual characteristics influences subsequent health behaviors. For example, how does tailoring a message about smoking influence smokers' subsequent decisions about quitting? How does tailoring a message about colorectal cancer affect people's willingness to get screened? How does tailoring information about prostate cancer affect patients' subsequent conversations with their physicians about their treatment preference? A significant obstacle to answering these kinds of questions is that health-related decisions can have many different causes; and these causes can be difficult to disentangle using purely behavioral measures. We therefore want to incorporate measures that begin to address the underlying neural and cognitive mechanisms that give rise to the observed behaviors. The Primary Aim of the Social and Cognitive Neuroscience Core (Core C) is to provide the capability to use functional neuroimaging and eye tracking to explore biological and cognitive mechanisms underlying behavioral change and. decision making. Eventually this work could lead to more precise "neural pretesting" that maximizes the effectiveness of intervention messages. Our goal is to develop a renewable capability for functional MRI (fMRI) and eye tracking studies in the domain of health communication. We want to provide expertise, regularly training new people so that the expertise is constantly being renewed, and provide the facilities necessary to perform state-of-the-art studies. In the marketing field, this area is termed "neuromarketing," and is increasingly being employed in the private sector by major advertising companies30. Based on recent CECCR1-funded fMRI and eye tracking results led by Dr. Hannah Faye Chua, we expect that deeply-tailored health communication, central to all three research projects, will engage different neural and cognitive mechanisms than less tailored or untailored communication (Chua et al., under review). If so, then it opens up the possibility of predicting which health-related messages will be most effective for a given individual before the intervention has started. Core C will make it possible to investigate these important questions in a rigorous way.