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Title: Individual differences in brain responses : new opportunities for tailoring health communication campaigns
Authors: Huskey, Richard
Turner, Benjamin O.
Weber, René
Keywords: Social sciences::Communication
Issue Date: 2020
Source: Huskey, R., Turner, B. O., & Weber, R. (2020). Individual Differences in Brain Responses: New Opportunities for Tailoring Health Communication Campaigns. Frontiers in Human Neuroscience, 14, 565973-. doi:10.3389/fnhum.2020.565973
Journal: Frontiers in human neuroscience 
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.
ISSN: 1662-5161
DOI: 10.3389/fnhum.2020.565973
Schools: Wee Kim Wee School of Communication and Information 
Rights: © 2020 Huskey, Turner and Weber. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
Fulltext Permission: open
Fulltext Availability: With Fulltext
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