McAlester - The Weekly Bargain Journal

Bargain Journal Online: http://www.weeklybargainjournal.com email:bargainjournal@sbcglobal.net MAY 1, 2012- PAGE 19
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Behavioral Health
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Alcohol and Drug Abuse Services
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Diabetes Wellness Center
Diabetes Educators
Community Diabetes Educators
Exercise Equipment
Emergency Room
3 Cardiac/Trauma Beds
2 Observation Rooms
7 Examination Rooms
VOTE
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Facebook: facebook.com/dusty.swing
Small 'neural focus groups' predict
anti-smoking ad success..........
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Brain scans of a small group better health campaigns.
of people can predict the This is a key step in reducing
actions of entire populations, the number of smokers and Ways. messages, showed a
according to a new study by reducing deaths from cancer, The researchers compared completely different order,
researchers from the heart disease and other their brain scans to their with Campaign C eliciting
University of Michigan, the smoking-related illnesses." reports on the ads' the strongest response.
University of Oregon and the The findings, she said, might effectiveness. To obtain At the population level, each
University of California at also help produce more population-level measures, ad campaign led to increases
Los Angeles. effective political campaign the researchers compared the in call volume to the quit-
The findings are relevant to ads and provide a neural number of calls to the smoking line, compared with
political advertising, roadmap to why some tobacco quit-line in the a no-media control month
commercial market research videos, fashions, behaviors month before and after each before the launch of each
and public health and ideas go viral, moving media campaign first aired in campaign. The increases
campaigns, and broaden the from one person to many t h r e e d i f f e r e n t m e d i a ranged from 2.8 times to 32
use of brain imaging from a thousands of others via social markets. times higher than the control
diagnostic to a predictive media.
When asked what they month, and the researchers
tool. Falk conducted the study thought of the ads, found that Campaign C led to
As opposed to the wisdom of with Elliot Berkman of participants rated Campaign the highest increases,
the crowd, the study suggests Oregon and Matthew B the highest, followed by followed by Campaign B and
that the neurological Lieberman of UCLA. The Campaign A and then lastly Campaign A—just the
reactions of a few—reactions researchers were supported Campaign C. Industry opposite of the participants'
that people are not even by the National Science experts familiar with the guesses but precisely the
consciously aware of and Foundation and the National campaigns also disliked same as their brain scans
that differ from the opinions Institutes of Health.
Campaign C. The three showed.
they express—can predict For the study, the researchers c a m p a i g n s u s e d v e r y "It seems that the brain is
the responses of many other recruited 31 heavy smokers different strategies. Raters picking up on important
people to ad campaigns with a strong desire to quit, found Campaign C annoying features of these ads, but
p r o m o t i n g s p e c i f i c and examined their neural and guessed that it would be we're not sure what these
behaviors. responses to three anti- ineffective. By contrast, features are yet," said Falk,
"Brain responses to ads smoking ad campaigns, using Campaigns A and B assistant professor of
forecasted the ads' success functional magnetic resonated with participants, communication studies and
when other predictors resonance imaging (fMRI). but in the end were less a faculty associate at the U-M
failed," said Emily Falk, All of the ads directly urged effective in actually driving Institute for Social Research.
director of the U-M viewers to call the National calls to 1-800-QUIT-NOW. "We're doing follow up
Communication Cancer Institute's tobacco But brain scans, which studies now to translate what
Neuroscience Lab and lead quit-line (1-800-QUIT- focused on the medial pre- the brain is telling us about
author of the study, which NOW). Following the fMRI, frontal cortex, an area of the h o w t o d e s i g n b e t t e r
appears online in participants rated the brain identified in earlier messages."
Psychological Science. "Our effectiveness of the ads they studies as linked to positive This study broadens the use
findings could help design had just viewed in a variety of responses to persuasive of neuroscience data from
predicting individual
behavior to predicting the
responses of much larger
groups of people. "It seems
CHOCTAW NATION HEALTH SERVICES that the brain can predict the
responses of entire
populations to ad
“Excellence in Rural Healthcare”
campaigns," Falk said. "The
behavior of people whose
brains are never examined
may be inferred from the
brains of a small 'neural focus
These findings could help us
i
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