Navigation Links
Small 'neural focus groups' predict anti-smoking ad success
Date:4/25/2012

>Following the fMRI, participants rated the effectiveness of the ads they had just viewed in a variety of ways. The researchers compared their brain scans to their reports on the ads' effectiveness.

To obtain population-level measures, the researchers compared the number of calls to the tobacco quit-line in the month before and after each media campaign first aired in three different media markets.

When asked what they thought of the ads, participants rated Campaign B the highest, followed by Campaign A and then Campaign C. Industry experts familiar with the campaigns also disliked Campaign C. The three campaigns used very different strategies. Raters found Campaign C annoying and guessed that it would be ineffective. By contrast, Campaigns A and B resonated with participants, but in the end were less effective in actually driving calls to 1-800-QUIT-NOW.

But brain scans, which focused on the medial pre-frontal cortex, an area of the brain identified in earlier studies as linked to positive responses to persuasive messages, showed a completely different order, with Campaign C eliciting the strongest response.

At the population level, each ad campaign led to increases in call volume to the quit-smoking line, compared with a no-media control month before the launch of each campaign. The increases ranged from 2.8 times to 32 times higher than the control month, and the researchers found that Campaign C led to the highest increases, followed by Campaign B and lastly Campaign Ajust the opposite of the participants' guesses but precisely the same as their brain scans showed.

"It seems that the brain is picking up on important features of these ads, but we're not sure what these features are yet," said Falk, assistant professor of communication studies and a faculty associate at the U-M Institute for Social Research. "We're doing follow up studies now to translate what the brain is telling us about how to design better messa
'/>"/>

Contact: Diane Swanbrow
swanbrow@umich.edu
734-647-9069
University of Michigan
Source:Eurekalert

Page: 1 2 3

Related medicine news :

1. Study examines drug regimen for the treatment of non-small cell lung cancer among older patients
2. Normalizing tumor blood vessels improves delivery of only the smallest nanomedicines
3. Pesticides May Be Linked to Slightly Smaller Babies, Shorter Pregnancies
4. Giving Birth to Small Babies Linked to Heart Disease in Moms: Study
5. Desk Jockeys Urged to Take Small Steps to Get Exercise
6. Many babies born to immigrants are being labeled too small incorrectly
7. Study finds prior preterm delivery indicates subsequent baby will be small even if carried to term
8. Small Stem Cell Study Claims Early Success in Treating Eye Disease
9. Gender differences in liver cancer risk explained by small changes in genome
10. Researchers find malignancy-risk gene signature for early-stage non-small cell lung cancer
11. Smaller sibling protein calls the shots in cell division
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/30/2014)... HealthDay Reporter , WEDNESDAY, ... genes have been identified that appear linked to autism ... say they are on their way to discovering up ... disorder. Autism spectrum disorders include a range of ... repetitive behaviors. An estimated one in 68 U.S. children ...
(Date:10/30/2014)... FL (PRWEB) October 30, 2014 ... offering therapeutic horseback riding to special needs individuals in ... Round-Up on Saturday, November 15 from 10-2:00 p.m. at ... event is open to the public and is designed ... , Admission to the HSS Round-Up is free. ...
(Date:10/30/2014)... The human brain is often overlooked ... to help maintain better mental health, according to Dr. ... Lose Your Memory in 100 Ways’ for just that ... conflicting attitudes to help keep the reader constantly thinking. ... must decipher the hidden logic within. , “If you ...
(Date:10/30/2014)... WEDNESDAY, Oct. 29, 2014 (HealthDay News) -- When it comes ... likely than men to delay care when they have symptoms ... someone comes to the hospital with a more severe or ... options available," study author Catherine Kreatsoulas, a Fulbright Scholar and ... in a news release from the Heart and Stroke Foundation ...
(Date:10/30/2014)... WEDNESDAY, Oct. 29, 2014 (HealthDay News) -- Many ... near campus, even though tanning increases the risk ... popular among young adults, particularly white women, so ... students, health, the researchers said. "Public health ... student population awareness of the harms that indoor ...
Breaking Medicine News(10 mins):Health News:Discovery of 100-Plus Genes Tied to Autism May Improve Treatments 2Health News:Discovery of 100-Plus Genes Tied to Autism May Improve Treatments 3Health News:Horse Sense & Sensitivity, Jacksonville Non-profit, To Hold 2nd Annual Round-Up 2Health News:‘Dementia Express’ Offers Contradictory and Sometimes Reverse Thinking, All to Keep its Reader on Their Toes With an Active Mind. 2Health News:Women Often Ignore Signs of Heart Trouble 2Health News:Many U.S. Colleges Have Indoor Tanning Salons On, Near Campus: Study 2
... A University of Missouri researcher has found that ... increases satiety and reduces hunger throughout the day. In ... found that eating a protein-rich breakfast reduces the brain ... "Everyone knows that eating breakfast is important, but many ...
... reduced inflammation in Crohn,s patients in a research ... Crohn,s disease is a chronic inflammatory condition of ... bleeding and weight loss. Treatments for Crohn,s disease ... be associated with rare but serious side effects, ...
... studies on whether moderate exercise can curb the nicotine ... apparent contradiction: it seems to work in short-term, well ... trials. A new study may explain why and help ... in the results of research led by David Williams, ...
... little more difficult now that French researchers have discovered ... seriously compromised during long-term space flight. In a new ... ( http://www.fasebj.org ), the scientists show that antibodies produced ... terra firma. The reduced effectiveness of antibodies makes astronauts ...
... is a major problem for society behind only headaches as ... degeneration of the intervertebral disc. Researchers have worked for many ... on the lower back. Now, in results published in ... permanently replace the workings of the invertebral disc. It is ...
... , THURSDAY, May 19 (HealthDay News) -- Problem ... availability, especially online, of gambling opportunities, said experts who ... of the disorder. While most people gamble as ... become too seriously involved in terms of time invested ...
Cached Medicine News:Health News:Eat a protein-rich breakfast to reduce food cravings, prevent overeating later, researcher finds 2Health News:Use of naltrexone reduces inflammation in Crohn's patients 2Health News:Exercise helps women fight smoking cravings, but effect is short-lived 2Health News:Antibody production gets confused during long-term spaceflight 2Health News:Implant jab could solve the misery of back pain 2Health News:Internet Is Playing a Part in Spread of Problem Gambling 2
(Date:10/27/2014)... , Oct. 27, 2014  In the last few weeks, ... Africa to a worldwide crisis when a ... the virus and died, and two nurses were infected. ... could happen, the use of modern technology, such as electronic health ... unnoticed. This week, InformationWeek Healthcare Editor Alison Diana ...
(Date:10/27/2014)...  OMNIlife science™, Inc. ("OMNI™"), an established medical technology company ... market, announced it will exhibit its, navigated robotic system, ... of Hip and Knee Surgeons (AAHKS) 24th Annual Meeting ... Texas on November 6-9 in Booth #613. ... George B. Cipolletti , President and ...
(Date:10/27/2014)... At the American College of Emergency Physicians ... October 27-30, 2014, Mindray announces the new M9 premium ... technology. A powerful, versatile, and mobile system, the M9 ... for immediate clinical management and decision-making. ... emergency and critical care medicine has a significant impact ...
Breaking Medicine Technology:EHRs in the Age of Ebola: Discuss on InformationWeek 2EHRs in the Age of Ebola: Discuss on InformationWeek 3OMNIlife science to Exhibit at American Association of Hip and Knee Surgeons 24th Annual Meeting in Dallas November 6-9 2OMNIlife science to Exhibit at American Association of Hip and Knee Surgeons 24th Annual Meeting in Dallas November 6-9 3Mindray Introduces Premium Point-of-Care Ultrasound System at ACEP 2
... Catalyst Pharmaceutical Partners, Inc. (Nasdaq: CPRX ) announced today that it has ... regained compliance with the $1.00 minimum bid price requirement for continued ... , , ... Company that the bid price of its common stock had closed at less ...
... 26 Isis Pharmaceuticals, Inc. (Nasdaq: ISIS ) announced today that ... on the drugs in Isis, development pipeline.  The second call of the series ... April 28, 2010 at 12:00 p.m. ET .  This call will ... , , ...
Cached Medicine Technology:Catalyst Pharmaceutical Partners Regains Compliance with NASDAQ Minimum Bid Price Rule 2Isis Pharmaceuticals to Discuss Its Metabolic Franchise in a Conference Call on Wednesday, April 28 2Isis Pharmaceuticals to Discuss Its Metabolic Franchise in a Conference Call on Wednesday, April 28 3
... a national reference laboratory and a worldwide ... ARUP offers an extensive test menu of ... clinical and anatomic pathology. Owned by the ... more than half of the nation's university ...
... reference laboratory and a worldwide leader in ... an extensive test menu of highly complex ... anatomic pathology. Owned by the University of ... half of the nation's university teaching hospitals ...
... reference laboratory and a worldwide leader in ... an extensive test menu of highly complex ... anatomic pathology. Owned by the University of ... half of the nation's university teaching hospitals ...
... ARUP Laboratories is a national reference laboratory ... research and development. ARUP offers an extensive ... medical tests in clinical and anatomic pathology. ... Laboratories' clients include more than half of ...
Medicine Products: