Reduced prefrontal and temporal processing and recall of high sensation value ads

Public service announcements (PSAs) are non-commercial broadcast ads that are an important part of televised public health campaigns. “Message sensation value” (MSV), a measure of sensory intensity of audio, visual, and content features of an ad, is an important factor in PSA impact. Some communication theories propose that higher message sensation value brings increased attention and cognitive processing, leading to higher ad impact. Others argue that the attention-intensive format could compete with ad\u27s message for cognitive resources and result in reduced processing of PSA content and reduced overall effectiveness. Brain imaging during PSA viewing provides a quantitative surrogate measure of PSA impact and addresses questions of PSA evaluation and design not accessible with traditional subjective and epidemiological methods. We used Blood Oxygenation Level Dependent (BOLD) functional Magnetic Resonance Imaging (fMRI) and recognition memory measures to compare high and low MSV anti-tobacco PSAs and neutral videos. In a short-delay, forced-choice memory test, frames extracted from PSAs were recognized more accurately than frames extracted from the NV. Frames from the low MSV PSAs were better recognized than frames from the high MSV PSAs. The accuracy of recognition of PSA frames was positively correlated with the prefrontal and temporal, and negatively correlated with the occipital cortex activation. The low MSV PSAs were associated with greater prefrontal and temporal activation, than the high MSV PSAs. The high MSV PSAs produced greater activation primarily in the occipital cortex. These findings support the “dual processing” and “limited capacity” theories of communication that postulate a competition between ad\u27s content and format for the viewers\u27 cognitive resources and suggest that the “attention-grabbing” high MSV format could impede the learning and retention of an ad. These findings demonstrate the potential of using neuroimaging in the design and evaluation of mass media public health communications

Content Matters: Neuroimaging Investigation of Brain and Behavioral Impact of Televised Anti-Tobacco Public Service Announcements

Televised public service announcements are video ads that are a key component of public health campaigns against smoking. Understanding the neurophysiological correlates of anti-tobacco ads is an important step toward novel objective methods of their evaluation and design. In the present study, we used functional magnetic resonance imaging (fMRI) to investigate the brain and behavioral effects of the interaction between content ( argument strength, AS) and format ( message sensation value, MSV) of anti-smoking ads in humans. Seventy-one nontreatment-seeking smokers viewed a sequence of 16 high or 16 low AS ads during an fMRI scan. Dependent variables were brain fMRI signal, the immediate recall of the ads, the immediate change in intentions to quit smoking, and the urine levels of a major nicotine metabolite cotinine at a 1 month follow-up. Whole-brain ANOVA revealed that AS and MSV interacted in the inferior frontal, inferior parietal, and fusiform gyri; the precuneus; and the dorsomedial prefrontal cortex (dMPFC). Regression analysis showed that the activation in the dMPFC predicted the urine cotinine levels 1 month later. These results characterize the key brain regions engaged in the processing of persuasive communications and suggest that brain fMRI response to anti-smoking ads could predict subsequent smoking severity in nontreatment-seeking smokers. Our findings demonstrate the importance of the quality of content for objective ad outcomes and suggest that fMRI investigation may aid the prerelease evaluation of televised public health ads

From Exposure To Effects: Examining The Cognitive Processes Underlying Effects Of the Real Cost Youth-Targeted Anti-Smoking Media Campaign

The goal of this dissertation is twofold: to assess anti-smoking campaign effects, and examine the ad-induced, cognitive processes that account for effective anti-smoking advertisements. The dissertation studies evaluate ads from “The Real Cost” anti-smoking campaign, a public education campaign aimed at reducing tobacco use among U.S. adolescents. Study 1 examines the relationship between self-reported recall of specific ads and anti-smoking belief endorsement in a nationally-representative sample of nonsmoking adolescents. To address limitations from Study 1, Study 2 evaluates the relationship between opportunities for exposure using Target Rating Points (TRPs), a measure of campaign reach and frequency, and anti-smoking belief endorsement in a nationally-representative sample of nonsmoking adolescents. Studies 3 and 4 employ functional magnetic resonance imaging (fMRI) to examine how anti-smoking ads are received and processed by the adolescent brain. Study 3 examines the relationships between ad-elicited neural response and subsequent ratings of perceived ad effectiveness and intention to share ads on social media in a sample of forty adolescent nonsmokers. Study 4 examines the moderating effect of ad-elicited brain response on the relationship between opportunities for campaign exposure and population-level ad recall. Analyses were conducted with a combined dataset representing: ad recall from a nationally-representative survey of adolescents; weekly, ad-specific TRPs; and ad-elicited neural response in brain regions implicated in social processing and memory encoding from a separate sample of adolescents. From the studies that comprise this dissertation, we can conclude the following: 1) opportunities for exposure and recalled exposure to campaign ads associate with endorsement of ad-targeted beliefs, suggesting the campaign has been effective through the theorized pathway of effects 2) ads that are perceived as more effective elicit greater response in brain regions implicated in social processing, and 3) ad-induced neural response in social processing and memory encoding brain regions partially explains the relationship between opportunities for ad exposure and recalled exposure. Findings suggest that neural measures of ad processing may be an important tool for forecasting which ads will be more effective in a target audience. These conclusions have important implications for the future design and implementation of mass media campaigns

Can functional magnetic resonance imaging studies help with the optimization of health messaging for lifestyle behavior change? A systematic review

Unhealthy behaviours, including smoking, poor nutrition, excessive alcohol consumption, physical inactivity and sedentary lifestyles, are global risk factors for non-communicable diseases and premature death. Functional magnetic resonance imaging (fMRI) offers a unique approach to optimize health messages by examining how the brain responds to information relating to health. Our aim was to systematically review fMRI studies that have investigated variations in brain activation in response to health messages relating to (i) smoking; (ii) alcohol consumption; (iii) physical activity; (iv) diet; and (v) sedentary behaviour. The electronic databases used were Medline/PubMed, Web of Science (Core Collection), PsychINFO, SPORTDiscuss, Cochrane Library and Open Grey. Studies were included if they investigated subjects aged ≥10 years and were published before January 2017. Of the 13,836 studies identified in the database search, 18 studies (smoking k=15; diet k=2; physical activity/sedentary behavior k=1) were included in the review. The prefrontal cortex was activated in seven (47%) of the smoking-related studies and the physical activity study. Results suggest that activation of the ventromedial, dorsolateral and medial prefrontal cortex regions were predictive of subsequent behavior change following exposure to aversive anti-smoking stimuli. Studies investigating the neurological responses to anti-smoking material were most abundant. Of note, the prefrontal cortex and amygdala were most commonly activated in response to health messages across lifestyle behaviors. The review highlights an important disparity between research focusing on different lifestyle behaviors. Insights from smoking literature suggests fMRI may help to optimize health messaging in relation to other lifestyle behaviors

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

Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study

This study was supported by two Excellence Project awarded by the Junta de Andalusia through FEDER [REF: B-SEJ-220-UGR18 and A-SEJ-426-UGR20] , a grant from the Fundacion Ramon Areces [CISP18A6208] and a grant from the Plan of the Vice-rectorate of Research of the UGR [Program 20, application 82] . Funding for open access charge: Universidad de Granada/CBUATraditional psychological theories of message persuasion typically conclude that messages that are able to facilitate an optimal allocation of cognitive resources in the audience will increase memory encoding, will be better retrieved and recalled, and will likely be more persuasive. The growing competition in online advertising has led to a need to evaluate which type of banners are able to allocate cognitive resources more efficiently, as this has a positive impact on the ability to remember the banner and potentially increase the purchase frequency of the advertised product. By means of functional Magnetic Resonance Imaging (fMRI), this study provides the first evidence of neural differences during the exposure and reimagination of two widely used banner appeals; namely, hedonic (i.e., banners that vividly emphasize the social, personal, and experiential benefits of buying the product) and utilitarian (i.e., banners focused on informative, convenient, and functional arguments). Our findings reveal that, when compared to utilitarian banners, hedonic static advertisements engage stronger neurocognitive processes, which translate into higher brain activations related to memory encoding and retrieval, ultimately correlating to higher recall. These findings advise the design of static and hedonic banners to improve the ad recall.Junta de Andalusia through FEDER B-SEJ-220-UGR18Fundacion Ramon Areces CISP18A6208Plan of the Vice-rectorate of Research of the UGR 82 Universidad de Granada/CBUA A-SEJ-426-UGR2

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising research into the effects social context has on the way consumers experience advertising messages and explain why marketers, who aim to predict advertising effectiveness, should place participants in social settings, in addition to the traditional ways of studying consumer brain responses to advertising in social isolation. This article contributes to the literature by offering advertising researchers a series of research agendas on the key indicators of advertising effectiveness (attention, emotion, memory, and preference). It aims to improve understanding of the impact social context has on consumers' neurophysiological responses to advertising messages

Emotional Reaction Facilitates the Brain and Behavioral Impact of Graphic Cigarette Warning Labels in Smokers

Background—Warning labels on cigarette packages are an important venue for information about the hazards of smoking. The 2009 US Family Smoking Prevention and Tobacco Control Act mandated replacing the current text-only labels with graphic warning labels. However, labels proposed by the Food and Drug Administration (FDA) were challenged in court by the tobacco companies, who argued successfully that the proposed labels needlessly encroached on their right to free speech, in part because they included images of high emotional salience that indiscriminately frightened rather than informed consumers. Methods—We used functional MRI to examine the effects of graphic warning labels\u27 emotional salience on smokers\u27 brain activity and cognition. Twenty-four smokers viewed a random sequence of blocks of graphic warning labels that have been rated high or low on an ‘emotional reaction’ scale in previous research. Results—We found that labels rated high on emotional reaction were better remembered, associated with reduction in the urge to smoke, and produced greater brain response in the amygdala, hippocampi, inferior frontal gyri and the insulae. Conclusions—Recognition memory and craving are, respectively, correlates of effectiveness of addiction related public health communications and interventions, and amygdala activation facilitates the encoding of emotional memories. Thus, our results suggest that emotional reaction to graphic warning labels contributes to their public health impact and may be an integral part of the neural mechanisms underlying their effectiveness. Given the urgency of the debate about the constitutional risks and public health benefits of graphic warning labels, these preliminary findings warrant consideration while longitudinal clinical studies are underwa

Brain activity during traditional textbook and audiovisual-3D learning

Introduction: Audiovisual educational tools have increasingly been used during the past years to complement and compete with traditional textbooks. However, little is known as to how the brain processes didactic information presented in different formats. We directly assessed brain activity during learning using both traditional textbook and audiovisual-3D material. Methods: A homogeneous sample of 30 young adults with active study habits was assessed. Educational material on the subject of Cardiology was adapted to be presented during the acquisition of functional MRI. Results: When tested after image acquisition, participants obtained similar examination scores for both formats. Evoked brain activity was robust during both traditional textbook and audiovisual-3D lessons, but a greater number of brain systems were implicated in the processing of audiovisual-3D information, consistent with its multisource sensory nature. However, learning was not associated with group mean brain activations, but was instead predicted by distinct functional MRI signal changes in the frontal lobes and showed distinct cognitive correlates. In the audiovisual-3D version, examination scores were positively correlated with late-evoked prefrontal cortex activity and working memory, and negatively correlated with language-related frontal areas and verbal memory. As for the traditional textbook version, the fewer results obtained suggested the opposite pattern, with examination scores negatively correlating with prefrontal cortex activity evoked during the lesson. Conclusions: Overall, the results indicate that a similar level of knowledge may be achieved via different cognitive strategies. In our experiment, audiovisual learning appeared to benefit from prefrontal executive resources (as opposed to memorizing verbal information) more than traditional textbook learning