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Anti-smoking ads with strong arguments, not flashy editing, trigger part of brain involving behavior change

Researchers from the Perelman School of Medicine at University of the Pennsylvania 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 in a new study published online April 23 in the...

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Published By: E! Science News - 3 days ago