Health Communications: Predicting Behavior Change from the Brain

摘要: Health communications are intended to motivate the public engage in healthier lifestyle choices. Why some messages succeed while others fail, however, remains a difficult question answer. Traditional methods used predict behavior change rely heavily on participants’ self-reports. However, participants may be limited their ability discern which likely move them toward change. Neuroimaging offers method explore underlying neural processes that occur during health message exposure, real-time, without imposing additional cognitive tasks (e.g., assessing one’s evaluation of message). This chapter explores utility using neuroimaging tandem with other methodologies self-report, behavioral observation) enhance our understanding conscious and unconscious mechanisms promote effectiveness communications. We begin examining how neuroscience contributes current communication, examine health-relevant studies emerging field communication neuroscience, then discuss future directions.