Anti-smoking ads with strong arguments, not flashy editing, trigger part of brain that changes behavior
Tuesday, April 23, 2013 - 20:50
in Psychology & Sociology
Researchers have shown that an area of the brain that initiates behavioral changes had greater activation in smokers who watched anti-smoking ads with strong arguments versus those with weaker ones, and irrespective of flashy elements, like bright and rapidly changing scenes, loud sounds and unexpected scenario twists. Those smokers also had significantly less nicotine metabolites in their urine when tested a month after viewing those ads, the team reports.