Neural Predictors of Message Effectiveness during Counterarguing in Antidrug Campaigns

Weber, René; Huskey, Richard; Mangus, J. Michael; Westcott-Baker, Amber; Turner, Benjamin O.

doi:10.1080/03637751.2014.971414

Cited by 56 publications

(65 citation statements)

References 62 publications

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“…20). By contrast, the perceived effectiveness of messaging at scale is associated within the middle frontal and superior temporal gyri, 54 further emphasizing that the antecedents of self-report outcomes may differ from those of behavioral outcomes. Activity in this same value system that is associated with health behavior change also plays a central role in people's decisions to share health information with others.…”

Section: Persuasive Communicationsmentioning

confidence: 97%

“…Later, when providing a second set of ratings about the same foods, foods earlier rated more highly by peers elicited greater activity in the value system within the vmPFC. 45 Activity in the medial PFC (mPFC) [48][49][50][51][52] and other brain responses 53,54 also predict the effectiveness of persuasive health messages encouraging behavior change. For example, brain activity in the mPFC in response to messages encouraging people to quit smoking, 48,55,56 wear more sunscreen, 51,57 and get more physical exercise 49 has been associated with message-consistent behavior change.…”

Section: Persuasive Communicationsmentioning

confidence: 99%

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Neuroimaging, neuromodulation, and population health: the neuroscience of chronic disease prevention

Hall

Bickel

Erickson

et al. 2018

Annals of the New York Academy of Sciences

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Preventable chronic diseases are the leading cause of death in the majority of countries throughout the world, and this trend will continue for the foreseeable future. The potential to offset the social, economic, and personal burdens associated with such conditions depends on our ability to influence people's thought processes, decisions, and behaviors, all of which can be understood with reference to the brain itself. Within the health neuroscience framework, the brain can be viewed as a predictor, mediator, moderator, or outcome in relation to health‐related phenomena. This review explores examples of each of these, with specific reference to the primary prevention (i.e., prevention of initial onset) of chronic diseases. Within the topic of primary prevention, we touch on several cross‐cutting themes (persuasive communications, delay discounting of rewards, and self‐control), and place a special focus on obesity as a disorder influenced by both eating behavior and exercise habits.

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Section: Persuasive Communicationsmentioning

confidence: 97%

Section: Persuasive Communicationsmentioning

confidence: 99%

Neuroimaging, neuromodulation, and population health: the neuroscience of chronic disease prevention

Hall

Bickel

Erickson

et al. 2018

Annals of the New York Academy of Sciences

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show abstract

“…Related, although both positive and negative emotionally‐evocative messages are known to impact decision‐making (Gallagher & Updegraff, ; Rothman & Salovey, ), future work could ask how positive versus negative appeals differ in their malleability to cognitive regulation, or their tendencies to elicit specific kinds of cognitive regulation processes. For example, perhaps persuasive benefits of negatively valenced appeals may be undercut by counter‐arguing processes they tend to evoke, but these counter‐arguing tendencies could be mitigated with other kinds of interventions that promote specific kinds of cognition (Kang et al, ; Weber, Huskey, Mangus, Westcott‐Baker, & Turner, ). Moreover, future work could ask whether specific populations (e.g., people with substance use disorders) show differences in bottom‐up reactivity versus top‐down regulation tendencies toward relevant and potentially‐threatening health messages, and whether targeted cognitive or motivational interventions are able to normalize these responses (Falk et al, ; Kang et al, ).…”

Section: Discussionmentioning

confidence: 99%

Cognitive regulation of ventromedial prefrontal activity evokes lasting change in the perceived self‐relevance of persuasive messaging

Doré

Cooper

Scholz

et al. 2019

Human Brain Mapping

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Persuasive messages can change people's thoughts, feelings, and actions, but these effects depend on how people think about and appraise the meaning of these messages. Drawing from research on the cognitive control of emotion, we used neuroimaging to investigate neural mechanisms underlying cognitive regulation of the affective and persuasive impact of advertisements communicating the risks of binge drinking, a significant public health problem. Using cognitive control to up‐regulate (vs. down‐regulate) responses to the ads increased: negative affect related to consequences of excessive drinking, perceived ad effectiveness, and ratings of ad self‐relevance made after a one‐hour delay. Neurally, these effects of cognitive control were mediated by goal‐congruent modulation of ventromedial prefrontal cortex and distributed brain patterns associated with negative emotion and subjective valuation. These findings suggest that people can leverage cognitive control resources to deliberately shape responses to persuasive appeals, and identify mechanisms of emotional reactivity and integrative valuation that underlie this ability. Specifically, brain valuation pattern expression mediated the effect of cognitive goals on perceived message self‐relevance, suggesting a role for the brain's valuation system in shaping responses to persuasive appeals in a manner that persists over time.

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“…It also constitutes a new step in the neuromarketing field with the application of neurological tools aiming to explore consumer processing of visual and audio information. Previous research in this direction employed fMRI to compare the neural processing of successful and unsuccessful advertising (Daugherty, Hoffman, & Kennedy, 2016), to test the effect of counterarguing in antidrug campaigns (Weber, Huskey, Mangus, Westcott-Baker, & Turner, 2015), to explore advertising appeals and their relationship to product attractiveness (Chang, O'Boyle, Anderson, & Suttikun, 2016) or to elucidate the neural mechanisms of social influence (Mason, Dyer, & Norton, 2009). This study advances and spells out the processing of the combination of two elements, voice gender and gender product, whose subconscious mechanisms were previously not investigated in advertising research.…”

Section: Discussionmentioning

confidence: 99%

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

Casado‐Aranda

Laan

Sánchez‐Fernández

2018

Human Brain Mapping

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This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas related to the perception of conflicts in information processing and error monitoring, such as the supramarginal, inferior parietal gyri and superior, and middle temporal gyri. Interestingly, increased activation in the posterior cingulate cortex (an area related to value encoding) predicted more positive attitudes toward congruent commercials. Together, these results advance our understanding of the neural correlates of processing congruent and incongruent audiovisual stimuli. These findings may advice advertising professionals in designing successful campaigns of everyday products, namely by making use of congruent instead of incongruent product-voice combinations.

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Neural Predictors of Message Effectiveness during Counterarguing in Antidrug Campaigns

Cited by 56 publications

References 62 publications

Neuroimaging, neuromodulation, and population health: the neuroscience of chronic disease prevention

Neuroimaging, neuromodulation, and population health: the neuroscience of chronic disease prevention

Cognitive regulation of ventromedial prefrontal activity evokes lasting change in the perceived self‐relevance of persuasive messaging

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

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