Cartocci Giulia, Modica Enrica, Rossi Dario, Cherubino Patrizia, Maglione Anton Giulio, Colosimo Alfredo, Trettel Arianna, Mancini Marco, Babiloni Fabio
Department of Molecular Medicine, Sapienza University of Rome, Rome, Italy.
Department of Anatomical, Histological, Forensic & Orthopedic Sciences, Sapienza University of Rome, Rome, Italy.
Front Hum Neurosci. 2018 Aug 29;12:231. doi: 10.3389/fnhum.2018.00231. eCollection 2018.
Tobacco constitutes a global emergency with totally preventable millions of deaths per year and smoking-related illnesses. Public service announcements (PSAs) are the main tool against smoking and by now their efficacy is still assessed through questionnaires and metrics, only months after their circulation. The present study focused on the young population, because at higher risk of developing tobacco addiction, investigating the reaction to the vision of Effective, Ineffective and Awarded antismoking PSAs through: electroencephalography (EEG), autonomic activity variation (Galvanic skin response-GSR- and Heart Rate-HR-) and Eye-Tracking (ET). The employed indices were: the EEG frontal alpha band asymmetry and the frontal theta; the Emotional Index (EI), deriving from the GSR and HR signals matching; the ET Visual Attention (VA) index, based on the ratio between the total time spent fixating an area of interest (AOI) and its area. Smokers expressed higher frontal alpha asymmetry values in comparison to non-smokers. Concerning frontal theta, Awarded PSAs reported the highest values in comparison to both Effective and Ineffective PSAs. EI results highlighted that lowest values were expressed by Heavy Smokers (HS), and Effective PSAs obtained the highest EI values. Finally, concerning the Effective PSAs, regression analysis highlighted a correlation between the number of cigarettes smoked by participants (independent variable) and frontal alpha asymmetry, frontal theta and EI values. ET results suggested that for the Ineffective PSAs the main focus were texts, while for the Effective and Awarded PSAs were the visual elements. Results support the use of methods aimed at assessing the physiological reaction for the evaluation of PSAs images, in particular when considering the smoking habits of target populations.
烟草构成了一场全球危机，每年导致数百万完全可预防的死亡以及与吸烟相关的疾病。公益广告（PSAs）是抵制吸烟的主要手段，到目前为止，其效果仍仅通过问卷调查和指标在传播数月后进行评估。本研究聚焦于年轻人群体，因为他们染上烟草成瘾的风险更高，通过脑电图（EEG）、自主神经活动变化（皮肤电反应-GSR-和心率-HR-）以及眼动追踪（ET）来研究他们对有效、无效和获奖的反吸烟公益广告的反应。所采用的指标包括：EEG额叶α波不对称性和额叶θ波；情绪指数（EI），由GSR和HR信号匹配得出；ET视觉注意力（VA）指数，基于注视感兴趣区域（AOI）的总时间与其面积的比值。与非吸烟者相比，吸烟者表现出更高的额叶α波不对称值。关于额叶θ波，获奖公益广告与有效和无效公益广告相比，报告的数值最高。EI结果突出显示，重度吸烟者（HS）表现出最低值，而有效公益广告获得了最高的EI值。最后，关于有效公益广告，回归分析突出显示了参与者吸烟数量（自变量）与额叶α波不对称性、额叶θ波和EI值之间的相关性。ET结果表明，对于无效公益广告，主要关注点是文字，而对于有效和获奖公益广告，则是视觉元素。研究结果支持使用旨在评估生理反应的方法来评估公益广告图像，特别是在考虑目标人群吸烟习惯时。
