Coherent neural activity in the brain’s value system during antismoking messages is linked to reductions in smoking

• In Event: Your Brain on Health Communication: Applications of Communication Science in Health and Education (HIGH DENSITY)

Abstract

Cigarette smoking remains the primary cause of preventable death in the United States. One common strategy for reducing the prevalence of smoking and other health risk behaviors is the use of graphic warning labels (GWLs). This has led to widespread interest in understanding the neurobiological mechanisms of GWL effectiveness. Here we investigated differences in how the brain responds to negative, graphic warning label-inspired antismoking ads and to neutral, compositionally matched ads, and we probed how this response related to future behavior. A group of smokers viewed negative and neutral antismoking ads while undergoing fMRI, and their smoking behavior was assessed before and one month after the scan. We found that greater coherence in activity within the brain’s valuation network during negative, behaviorally relevant ads than during neutral ads preceded behavior change, suggesting that the integration of information about message value and importance may be key for message uptake.

Authors

• Nicole Cooper, Army Research Laboratory

• Steven Tompson, U of Michigan

• Matthew O'Donnell, U of Pennsylvania

• Jean Vettel, Army Research Laboratory

• Danielle Bassett, U of Pennsylvania

• Emily Falk, U of Pennsylvania