ArticleSocial cognitive and affective neuroscience2016
Targeting modulates audiences' brain and behavioral responses to safe sex video ads.
Article in Social cognitive and affective neuroscience, 2016. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers.
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Who cites it
6 citing papers in PubMed.
- Assessing Stock Photos for Farmworker Health and Safety Education Materials.Journal of agromedicine · 2024Article
- Developing an mHealth program to improve HIV care continuum outcomes among young Black gay and bisexual men.BMC public health · 2024Article
- Effects of emotional arousal on the neural impact and behavioral efficacy of cigarette graphic warning labels.Addiction (Abingdon, England) · 2023Observational
- Neural correlates of gender congruence in audiovisual commercials for gender-targeted products: An fMRI study.Human brain mapping · 2018Article
- Individual differences in the processing of smoking-cessation video messages: An imaging genetics study.Biological psychology · 2017Article
- How real-life health messages engage our brains: Shared processing of effective anti-alcohol videos.Social cognitive and affective neuroscience · 2017Article
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Authors and funding
6 authors.
Funding
Abstract
Video ads promoting condom use are a key component of media campaigns to stem the HIV epidemic. Recent neuroimaging studies in the context of smoking cessation, point to personal relevance as one of the key variables that determine the effectiveness of public health messages. While minority men who have sex with men (MSM) are at the highest risk of HIV infection, most safe-sex ads feature predominantly Caucasian actors in heterosexual scenarios. We compared brain respons of 45 African American MSM to safe sex ads that were matched (i.e. 'Targeted') to participants' sexual orientation and race, and 'Untargeted' ads that were un matched for these characteristics. Ad recall, perceived 'convincingness' and attitudes towards condom use were also assessed. We found that Targeted ads were better remembered than the Untargeted ads but perceived as equally convincing. Targeted ads engaged brain regions involved in self-referential processing and memory, including the amygdala, hippocampus, temporal and medial prefrontal cortices (MPFC) and the precuneus. Connectivity between MPFC and precuneus and middle temporal gyrus was stronger when viewing Targeted ads. Our results suggest that targeting may increase cognitive processing of safe sex ads and justify further prospective studies linking brain response to media public health interventions and clinical outcomes.
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