Shi Zhenhao, Wang An-Li, Aronowitz Catherine A, Cappella Joseph N, Romer Daniel, Langleben Daniel D
Center for Studies of Addiction, Department of Psychiatry, University of Pennsylvania Perelman School of Medicine, Philadelphia, PA 19104, USA.
Department of Psychiatry, Icahn School of Medicine at Mount Sinai, New York, NY, 10029, USA.
Psychol Res Behav Manag. 2019 Jul 18;12:531-542. doi: 10.2147/PRBM.S183394. eCollection 2019.
Argument strength (AS) is a validated measure of persuasiveness that has been identified as one of the key variables determining the effectiveness of video ads. Smoking-cessation videos with high AS are more effective at reducing smoking behavior than videos with low AS. The neural processes that mediate the effects of AS on subsequent smoking have not been identified. In the present study, we tested whether the efficacy of high-AS smoking-cessation videos is determined by the level of integration of visual and auditory (ie, multisensory) processes. In addition, we tested differences in sensation seeking, which is repeatedly associated with smokers' sensitivity to cessation interventions.
Using functional magnetic resonance imaging (fMRI), we recorded the brain response of 66 smokers randomly assigned to view either 16 high-AS or 16 low-AS smoking-cessation videos. Multisensory processing was assessed by the functional connectivity between brain regions that encoded visual and auditory information in the videos. Smoking behavior was indexed by the urine level of cotinine, a nicotine metabolite, immediately before and approximately 30 days after the fMRI session.
We found a significant moderated mediation effect, such that the connectivity between visual and auditory cortices mediated the effect of AS on subsequent smoking, but only for smokers lower in sensation seeking. The prediction performance of the model was confirmed by leave-one-out cross-validation.
Our study suggests that audiovisual integration underlies the greater efficacy of high- vs low-AS smoking-cessation videos for individuals lower in sensation seeking. High-sensation-seeking smokers may be responsive to other characteristics of smoking-cessation videos.
论证强度（AS）是一种经过验证的说服力衡量指标，已被确定为决定视频广告效果的关键变量之一。AS值高的戒烟视频在减少吸烟行为方面比AS值低的视频更有效。尚未确定介导AS对后续吸烟影响的神经过程。在本研究中，我们测试了高AS值戒烟视频的疗效是否由视觉和听觉（即多感官）过程的整合水平决定。此外，我们测试了感觉寻求方面的差异，感觉寻求与吸烟者对戒烟干预的敏感性反复相关。
我们使用功能磁共振成像（fMRI）记录了66名随机分配观看16个高AS值或16个低AS值戒烟视频的吸烟者的大脑反应。通过对视频中编码视觉和听觉信息的脑区之间的功能连接来评估多感官处理。吸烟行为通过fMRI扫描前即刻和扫描后约30天尿液中可替宁（一种尼古丁代谢物）的水平来衡量。
我们发现了显著的调节中介效应，即视觉和听觉皮层之间的连接介导了AS对后续吸烟的影响，但仅对感觉寻求较低的吸烟者有效。通过留一法交叉验证证实了模型的预测性能。
我们的研究表明，视听整合是高AS值与低AS值戒烟视频对感觉寻求较低的个体具有更大疗效的基础。高感觉寻求的吸烟者可能对戒烟视频的其他特征有反应。
