Neurophysiological Profile of Antismoking Campaigns

Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). &e eventual differences between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new PSAs before to its broadcasting. &is study focused on adult population, by investigating the cerebral reaction to the vision of different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how different communication styles of the antismoking campaigns could facilitate the comprehension of PSA’s message and then enhance the related impac

Antismoking campaigns’ perception and gender differences: a comparison among EEG Indices

Human factors’ aim is to understand and evaluate the interactions between people and tasks, technologies, and environment. Among human factors, it is possible then to include the subjective reaction to external stimuli, due to individual’s characteristics and states of mind. These processes are also involved in the perception of antismoking public service announcements (PSAs), the main tool for governments to contrast the first cause of preventable deaths in the world: tobacco addiction. In the light of that, in the present article, it has been investigated through the comparison of different electroencephalographic (EEG) indices a typical item known to be able of influencing PSA perception, that is gender. In order to investigate the neurophysiological underpinnings of such different perception, we tested two PSAs: one with a female character and one with a male character. Furthermore, the experimental sample was divided into men and women, as well as smokers and nonsmokers. The employed EEG indices were the mental engagement (ME: the ratio between beta activity and the sum of alpha and theta activity); the approach/withdrawal (AW: the frontal alpha asymmetry in the alpha band); and the frontal theta activity and the spectral asymmetry index (SASI: the ratio between beta minus theta and beta plus theta). Results suggested that the ME and the AW presented an opposite trend, with smokers showing higher ME and lower AW than nonsmokers. The ME and the frontal theta also evidenced a statistically significant interaction between the kind of the PSA and the gender of the observers; specifically, women showed higher ME and frontal theta activity for the male character PSA. This study then supports the usefulness of the ME and frontal theta for purposes of PSAs targeting on the basis of gender issues and of the ME and the AW and for purposes of PSAs targeting on the basis of smoking habits

Public policy, social marketing and neuromarketing: from addressing the consumer behaviour to addressing the social behaviour - a study on the assessment of Public Service Announcements’ efficacy by neuro-metric indexes and techniques

The overall aim of this thesis is to investigate to what extent marketing can be a useful science for the public policy in developing effective Public Service Announcements (PSAs). In particular, hereby a specific discipline will be taken in consideration: the one that merges marketing with neuroscience, that is the so-called ‘neuromarketing’, which - in order to assess the advertising efficacy - adopts biometric and neurometric indexes. The objective of this work is to gain insights into the above-mentioned fields (marketing, neuroscience and public policy) by: - reviewing previous studies, as well as topical literature; - exploring the latest case studies and best practises; - examining the traditional methods’ results for the assessment of the PSAs (i.e. polls, surveys, focus groups) in their evolutionary path (till arriving to birth of the the neurometric methods) Such kind of research has the purpose to identify the factors that are considered relevant to answer the ultimate research question: is it possible today, by using state-of-the-art neurometric indexes and techniques, to provide policymakers with precise guidelines for developing effective PSAs, so that marketing will be able to address no more just the consumer behaviour, but also the social behaviour? In fact, the goal of any advertising campaign is to convey a specific message and reach a specific audience: the consumers. But, when talking about PSAs, many things changes: the KPIs for the assessment of their efficacy are no longer the commercial ones (GRP, reach etc.), but rather the gain obtained in public health after the airing of the campaign. Consequently, the specific message will be a different ‘call-to-action’: no more an invite to purchase, but rather to change a (wrong) social behaviour or adopt a (right) civil conscience. Given these premises, it is possible that marketing could be invested with a precise responsibility in terms of lives saved and public health. The practical and managerial implications of the research are the following: EU policymakers and local governments will have the opportunity to dispose of scientific data and information about the society that might be transformed in guidelines for producing effective PSAs based on the inner audience’s insights. The originality of this research resides in having framed the new neuromarketing protocols in the traditional Consumer Behaviour theory, combining thus future and past of the marketing research

How neurophysiological measures can be used to enhance the evaluation of remote tower solutions

International audienceNew solutions in operational environments are often, among objective measurements, evaluated by using subjective assessment and judgement from experts. Anyhow, it has been demonstrated that subjective measures suffer from poor resolution due to a high intra and inter operator variability. Also, performance measures, if available, could provide just partial information, since an operator could achieve the same performance but experiencing a different workload. In this study we aimed to demonstrate i) the higher resolution of neurophysiological measures in comparison to subjective ones, and ii) how the simultaneous employment of neurophysiological measures and behavioural ones could allow a holistic assessment of operational tools. In this regard, we tested the effectiveness of an EEG-based neurophysiological index (WEEG index) in comparing two different solutions (i.e. Normal and Augmented) in terms of experienced workload. In this regard, 16 professional Air Traffic Controllers (ATCOs) have been asked to perform two operational scenarios. Galvanic Skin Response (GSR) has also been recorded to evaluate the level of arousal (i.e. operator involvement) during the two scenarios execution. NASA-TLX questionnaire has been used to evaluate the perceived workload, and an expert was asked to assess performance achieved by the ATCOs. Finally, reaction times on specific operational events relevant for the assessment of the two solutions, have also been collected. Results highlighted that the Augmented solution induced a local increase in subjects performance (Reaction times). At the same time, this solution induced an increase in the workload experienced by the participants (WEEG). Anyhow, this increase is still acceptable, since it did not negatively impact the performance and has to be intended only as a consequence of the higher engagement of the ATCOs. This behavioural effect is totally in line with physiological results obtained in terms of arousal (GSR), that increased during the scenario with augmentation. Subjective measures (NASA-TLX) did not highlight any significant variation in perceived workload. These results suggest that neurophysiological measure provide additional information than behavioural and subjective ones, even at a level of few seconds, and its employment during the pre-operational activities (e.g. design process) could allow a more holistic and accurate evaluation of new solutions

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators' recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators\u2019 recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE

To better understand the role of emotional processes in decision-making

The advancement of neuroscience technology has been attracted companies' and researchers' attention. Therefore, neuromarketing studies have increased globally from about one article in 2004 to over 570 articles in 2020 based on the Web of Science database. This study aims to highlight the neuroimaging tools, the neuroanatomy of the brain, and analyses the related literature and investigates the influence of emotion on decision making via the neuromarketing approach. The finding of the research is that emotion has a substantial effect on decision-making. Where neuromarketing presents unrivalled possibilities to record the active regions in consumers' brains and provide precise data about which neurons are active when exposed to marketing stimuli

2009- 2010 UNLV McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program Table of Contents Biography of Dr. Ronald E. McNair Statements: Dr. Neal J. Smatresk, UNLV President Dr. Juanita P. Fain, Vice President of Student Affairs Dr. William W. Sullivan, Associate Vice President for Retention and Outreach Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach McNair Scholars Institute Staf

Obesity and the Struggle Within Ourselves

The author argues that we ought to treat our eating, exercise habits, and girth as personal matters, for the most part, but that law can and should make a contribution, as an ally of our longer-term will against our immediate cravings. Law can be our ally in this fashion without command-and-control intrusion into our private lives. Such intrusion is at odds with our core beliefs and unlikely to produce public health success. It is more likely to provoke popular backlash--one reason why some who stand to gain from our unhealthy dining choices try to cast government efforts to inform these choices as heavyhanded interference in our lives. Public policy and law should support our beleaguered self-restraint in the face of potent social cues and pressured life circumstances that make us more responsive to our short-term, unreflective intentions. Policymakers should also look for opportunities to set our cravings against each other. From a public health perspective, for example, safe sex is better than reckless eating. To the extent that erotic feelings suppress snacking or inspires regular exercise, they are a potential ally in campaigns against overeating. Through such strategies, the state can promote health without eroding its citizens\u27 sense of freedom in the private sphere. The author proceeds as follows. First, he disentangles the debates over: (1) the causes of obesity (and overweight) and (2) the reasons for its recent, rapid increase in incidence. A health problem\u27s underlying causal mechanisms are typically distinct from the reasons for the problem\u27s epidemic surge. But in the case of obesity, these two issues are often conflated. Commentators opposed to state intervention tend to argue that various proposed causal mechanisms cannot explain obesity\u27s epidemic surge and therefore should not become foci of government action. Proponents of robust public intervention tend to point to a broad array of causal mechanisms, citing each as justification for action. Both approaches are misguided. The question of what might work as a remedy, in terms of both efficacy and consonance with our cultural and legal values, is distinct from the question of cause. Not all causes imply viable remedies. And, conversely, effective remedies (be they clinical or legal) need not operate via the causal pathways that explain obesity\u27s epidemic surge. Second, he considers the varied causal accounts with an eye toward remedies that might yield health benefits (at reasonable cost) and fit with enduring American legal and cultural norms. The author rejects black box accounts of personal choice that treat consumers\u27 current eating habits as sovereign expressions of preference. But he eschews government measures that would override people\u27s expressed preferences and thus be experienced by Americans as oppressive. Instead, he urges efforts to encourage healthier eating and exercise choices by better informing consumers and sharpening their awareness of risks and benefits. Public health activism along these lines can succeed by forging alliances with our longer-term selves against our immediate cravings. It will fail (and bring about a backlash) if it is widely seen as an attempt to foreclose dietary choices that large numbers of Americans continue to make