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Huskey R, Turner BO, Weber R. Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns. Front Hum Neurosci. 2020;14:565973doi: 10.3389/fnhum.2020.565973.
Huskey, R., Turner, B. O., & Weber, R. (2020). Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns. Frontiers in human neuroscience, 14565973. https://doi.org/10.3389/fnhum.2020.565973
Huskey, Richard, et al. "Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns." Frontiers in human neuroscience vol. 14 (2020): 565973. doi: https://doi.org/10.3389/fnhum.2020.565973
Huskey R, Turner BO, Weber R. Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns. Front Hum Neurosci. 2020 Dec 03;14:565973. doi: 10.3389/fnhum.2020.565973. eCollection 2020. PMID: 33343317; PMCID: PMC7744697.
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Front Hum Neurosci. 2020 Dec 03;14:565973. doi: 10.3389/fnhum.2020.565973. eCollection 2020.

Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns.

Frontiers in human neuroscience

Richard Huskey, Benjamin O Turner, René Weber

Affiliations

  1. Cognitive Communication Science Lab - C2 Lab, Center for Mind and Brain, Department of Communication, University of California, Davis, Davis, CA, United States.
  2. Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, Singapore.
  3. Media Neuroscience Lab, Department of Communication, University of California, Santa Barbara, Santa Barbara, CA, United States.

PMID: 33343317 PMCID: PMC7744697 DOI: 10.3389/fnhum.2020.565973

Abstract

Prevention neuroscience investigates the brain basis of attitude and behavior change. Over the years, an increasingly structurally and functionally resolved "persuasion network" has emerged. However, current studies have only identified a small handful of neural structures that are commonly recruited during persuasive message processing, and the extent to which these (and other) structures are sensitive to numerous individual difference factors remains largely unknown. In this project we apply a multi-dimensional similarity-based individual differences analysis to explore which individual factors-including characteristics of messages and target audiences-drive patterns of brain activity to be more or less similar across individuals encountering the same anti-drug public service announcements (PSAs). We demonstrate that several ensembles of brain regions show response patterns that are driven by a variety of unique factors. These results are discussed in terms of their implications for neural models of persuasion, prevention neuroscience and message tailoring, and methodological implications for future research.

Copyright © 2020 Huskey, Turner and Weber.

Keywords: health campaigns; individual differences; media neuroscience; persuasion neuroscience; prevention neuroscience; public service announcements

Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

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