NIDA Study Suggests Low-Key Anti-Smoking Ads Are More Likely to Be Remembered than Attention-Grabbing Messages – 3
Narrator: This is NIH Health Matters. Low key anti-smoking public service announcements, or ads, are more likely to be remembered than attention-grabbing ones. Dr. Steven Grant at the National Institute on Drug Abuse explains that ads with high message sensation value activated the visual sensory parts of the brain.
Dr. Grant: The low message sensation value ads, those activated by contrast the front parts of the brain. Where it is thought that there is more rational decision making and evaluation of stimuli goes on.
Narrator: Dr. Grant explains that the low message sensation value ads were deeply processed and remembered. For more information this study, visit www.nih.gov. Health Matters is produced by the National Institutes of Health, part of the US Department of Health and Human Services.
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