Perceived Effectiveness of Cognitive and Emotional Messages in the Limbic and Perception Networks

759 

Abstract Submission 

Colleen Markey¹, Jiaying Liu², Joshua McMains¹, Jessica Fabbricatore¹, Allison Worsdale³, Somin Kim⁴, Michelle Perez¹, Lawrence Sweet⁵

¹University of Georgia, Athens, GA, ²University of California Santa Barbara, Santa Barbara, CA, ³Department of Communication Studies, University of Georgia, Athens, GA, ⁴University of Georgia, Athen, GA, ⁵Department of Psychology, University of Georgia, Athens, GA

Colleen Markey  
University of Georgia
Athens, GA

Jiaying Liu  
University of California Santa Barbara
Santa Barbara, CA

Joshua McMains  
University of Georgia
Athens, GA

Jessica Fabbricatore  
University of Georgia
Athens, GA

Allison Worsdale  
Department of Communication Studies, University of Georgia
Athens, GA

Somin Kim  
University of Georgia
Athen, GA

Michelle Perez  
University of Georgia
Athens, GA

Lawrence Sweet  
Department of Psychology, University of Georgia
Athens, GA

The prevalence of vaping is rapidly increasing in the U.S., especially among young adults (Sanders-Jackson et al., 2019). Anti-vaping public service announcements (PSAs) may prevent vaping among susceptible youth (Tan et al., 2018). Understanding how individuals respond to these PSAs is also paramount to minimizing their exposure to nicotine and harmful toxins (Selya, A., et al. (2023). This study utilized functional MRI (fMRI) to determine whether young adult neural responses to cognitive and emotional appeals in the limbic and visual perception networks are linked to perceived message effectiveness.

A group of 43 young adult non-smokers, who vaped more than 15 of the last 30 days, took part in a PSA fMRI paradigm. The study included sequences of messages designed to discourage vaping through cognitive and emotional appeals. Vaping appeals were presented in a pseudo-randomized block design during two imaging runs. Each appeal type appeared in six 30s blocks comprised of three 10s PSAs. Scrambled control images were displayed in six 20s blocks. Perceived effectiveness was assessed via self-report following fMRI. Echoplanar data were acquired using a GE 3T MRI with 2s temporal and 3.5mm3 spatial resolution. Data processing included slice-time correction, registration, outlier/motion censoring, removal of linear drift, a 5mm blur, and stereotaxic standardization. Effects per brain voxel were quantified with general linear modeling of the fMRI signal using the time course of each message type as regressors and observed movement as covariates. Hypotheses were tested using correlations between mean fMRI responses in 12 regions of interest (ROIs) in the limbic and visual perception networks and perceived effectiveness across cognitive and emotional appeal PSAs.

14 a priori ROIs were examined. Two did not display a significant response to any of the PSAs (one sample t-test vs. 0; p<.05) and were eliminated from further analyses. The remaining 12 ROIs were segmented into two networks; limbic and visual perception. ROIs and results of statistical tests are listed in Table 1. Perceived effectiveness of cognitive appeals was significantly correlated positively with the visual perceptual, but not the limbic network; while perceived effectiveness of emotional appeals was significantly associated positively with the limbic, but not the visual perceptual network. The perceptual network effect was evident in significant positive correlations in all of its component nodes (i.e., left fusiform gyrus, inferior occipital gyrus, inferior temporal gyrus, and the right inferior occipital gyrus) and the limbic network effect was evident in all of its component nodes (i.e., left hippocampus and insula). Mean perceived effectiveness for cognitive appeal PSAs was 2.84 out of 5 (SD =.69) and emotional appeal PSAs was 2.63 out of 5 (SD =.68).

Results suggest a double dissociation such that anti-vaping PSAs with cognitive appeals elicit significant responses specifically in the visual perceptual network, while emotional appeals elicit significant responses specifically in the limbic network. Cognitive appeals are often aligned with cold processing, which involves critically evaluating factual information and assessing long-term consequences associated with vaping. Both of which may contribute to vaping cessation. Emotional appeals are often affiliated with hot processing, for which individuals rely on their emotions to make decisions. This might help convey the potential harms of vaping by creating a strong emotional response that supports the decision to quit. We conclude that greater activity in the limbic and visual perceptual networks serve as specific neuromarkers that suggest increased engagement in the PSAs and therefore, greater efficacy. Understanding these hot and cold processes may be useful in curating effective anti-vaping messages targeted at young adults.

Emotional Perception ¹

Emotion and Motivation Other

BOLD fMRI

Perception: Visual ²

Addictions

Limbic Systems

MRI

Perception

Other - Vaping