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:11/22/2014)... November 22, 2014 The topic of ... of block retaining walls. The article states that, “While they ... several necessary steps that go into creating this powerful look.” ... a retaining wall is choosing which kind of block matches ... , B&D Rockeries says, “The two main options are concrete ...
(Date:11/22/2014)... (PRWEB) November 22, 2014 Recently, UWDress.com ... wedding guest dresses . In addition, the company ... products. , As a leading online supplier of ... of beautiful outfits. The unusual best wedding guest gowns ... Besides the amazing designs, this new selection is famous ...
(Date:11/22/2014)... (PRWEB) November 22, 2014 A ... was announced today which safely detects and identifies ... frequency radio waves. Developed by RHT SpectraSafe, the ... hosts broad applications in other areas including medical, ... security. , Using high frequency radio waves that ...
(Date:11/22/2014)... A Xarelto lawsuit has been filed on behalf ... million in damages from the makers and marketers of the ... the woman began using Xarelto in March 2012 and used ... she suffered life-threatening bleeding in July 2012 and as a ... emotional distress. The lawsuit purports that the woman’s injuries are ...
(Date:11/22/2014)... HealthDay Reporter FRIDAY, Nov. 21, 2014 (HealthDay ... in an ambulance by a neurologist equipped with a CT ... patients get the clot dissolver -- tissue plasminogen activator (tPA) ... noted. For the best outcome, the drug needs to be ... researchers said. "The so-called ,golden hour, is associated with ...
Breaking Medicine News(10 mins):Health News:5 Step Installment of Block Retaining Walls is Topic of Latest Article by B&D Rockeries 2Health News:Best Wedding Guest dresses Introduced by UWDress.com 2Health News:RHT SpectraSafe announces a Radical New Airport Security Technology that Is More Effective, Less Invasive 2Health News:Xarelto Lawsuit News: Woman Seeks $10 Million in Damages For Alleged Bleeding Side-Effect Due To Xarelto Use 2Health News:Xarelto Lawsuit News: Woman Seeks $10 Million in Damages For Alleged Bleeding Side-Effect Due To Xarelto Use 3Health News:Xarelto Lawsuit News: Woman Seeks $10 Million in Damages For Alleged Bleeding Side-Effect Due To Xarelto Use 4Health News:Special Ambulance Delivers Vital Stroke Care More Quickly 2Health News:Special Ambulance Delivers Vital Stroke Care More Quickly 3
... a National CompetitionCINCINNATI, March 31 The Prilosec OTC(R) ... nation and it is giving fans the opportunity to ... win tickets to upcoming NASCAR(R) Sprint Cup Series(TM) races. ... across the country will be firing up their grills ...
... ... be available in one year-,BELLEVILLE, ON, March 31 ... a research-based, technology-driven Canadian biopharmaceutical company, today announced ... Phase III registration trial evaluating Urocidin(TM) in the ...
... of potential medical problemsHONOLULU, March 31 A new ... there are significant benefits for patients and nurses when ... "The outcomes were definitive," stated Dr. Patrick Sullivan, President ... monitoring provides an early alert to RNs about potential ...
... Health Care Provides Extensive Services & SupportSAN FRANCISCO, March ... of in home support and recovery services has announced ... Interim HomeStyle Services first opened its San Francisco ... to help people remain independent as they age or ...
... Wilhelm uses latest technology to give patients the ability to improve smile ... ... Dr. Wilhelm, DMD MSD, announced today that he is providing patients with ... giving patients the appearance of a perfect set of teeth and an ...
... Urgent Care Center. Hoboken residents now have much needed option for treatment ... ... -- Hoboken families now have a convenient place to go for most ... Hoboken,s first Urgent Care center and a medical facility like no other ...
Cached Medicine News:Health News:Prilosec OTC(R) Fires Up A BBQ Tour for NASCAR(R) Fans 2Health News:Prilosec OTC(R) Fires Up A BBQ Tour for NASCAR(R) Fans 3Health News:Prilosec OTC(R) Fires Up A BBQ Tour for NASCAR(R) Fans 4Health News:Bioniche Completes Recruitment in First Phase III Clinical Trial with Urocidin(TM) 2Health News:Bioniche Completes Recruitment in First Phase III Clinical Trial with Urocidin(TM) 3Health News:Study Shows Patients & Nurses Benefit From Continuous Vigilance Monitoring 2Health News:Nation's Largest Home Care Provider Welcomes New Management Team to San Francisco Office 2Health News:Dr. Wilhelm, DMD MSD, Makes Clients Smile with New Easy Smile Dental Appliance 2Health News:Dr. Wilhelm, DMD MSD, Makes Clients Smile with New Easy Smile Dental Appliance 3Health News:PromptMD Announces the Opening of their First Urgent Care Center at 309 First Street in Hoboken 2
(Date:11/21/2014)...  Abaxis, Inc. (NasdaqGS: ABAX ), a ... the medical, research, and veterinary markets worldwide and providing ... in the United States , announced ... acquire 100% of QCR & Trio Diagnostics Limited, a ... The transaction closed on November 17, 2014. ...
(Date:11/21/2014)... , 21. November 2014 /PRNewswire/ ... hat heute bekannt gegeben, dass die ... EMA) die Kennzeichnung als Orphan-Medizinprodukt an ... des Unternehmens zur Behandlung von Fibrodysplasia ... seltene, stark beeinträchtigende genetische Krankheit, die ...
(Date:11/21/2014)... N.Y. , Nov. 21, 2014  Cardinal Health, ... world,s largest health care services companies, and Henry Schein, ... provider of health care products and services to office-based ... the companies have entered into a long-term strategic agreement ... product offerings to office-based medical practices.  This strategic agreement ...
Breaking Medicine Technology:Abaxis Acquires UK-based Distribution Organization 2Abaxis Acquires UK-based Distribution Organization 3Abaxis Acquires UK-based Distribution Organization 4Clementia Pharmaceuticals erhält EMA-Kennzeichnung als Orphan-Medizin für Palovarotene zur Behandlung von Fibrodysplasia ossificans progressiva 2Clementia Pharmaceuticals erhält EMA-Kennzeichnung als Orphan-Medizin für Palovarotene zur Behandlung von Fibrodysplasia ossificans progressiva 3Cardinal Health And Henry Schein Enter Into Long-Term Strategic Agreement To Serve Physician Offices 2Cardinal Health And Henry Schein Enter Into Long-Term Strategic Agreement To Serve Physician Offices 3Cardinal Health And Henry Schein Enter Into Long-Term Strategic Agreement To Serve Physician Offices 4Cardinal Health And Henry Schein Enter Into Long-Term Strategic Agreement To Serve Physician Offices 5
... , SEELZE, Germany, Dec. ... today a multi-year distribution agreement with Pro-Lab Laboratuar Teknolojileri, ... in Turkey. , Burdick & Jackson solvents are used ... discovery and evaluation process. , "The annual growth rate ...
... ... Channel 9 recently reported that the " Help is ... financially-struggling Floridians access information on patient assistance programs that provide prescription medicines ... bus, which is part of the Partnership for Prescription Assistance ...
Cached Medicine Technology:Honeywell and Pro-Lab Sign Distribution Agreement for Laboratory Chemicals in Turkey 2Honeywell and Pro-Lab Sign Distribution Agreement for Laboratory Chemicals in Turkey 3'Help is Here Express' in Orlando to Help Floridians Afford Medicine 2
... 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 ...
... ARUP Laboratories is a national reference ... laboratory research and development. ARUP offers an ... unique medical tests in clinical and anatomic ... ARUP Laboratories' clients include more than half ...
... ARUP Laboratories is a national reference ... laboratory research and development. ARUP offers an ... unique medical tests in clinical and anatomic ... ARUP Laboratories' clients include more than half ...
... 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 ...
Medicine Products: