@article{ref1,
title="From Neural Responses to Population Behavior: Neural Focus Group Predicts Population-Level Media Effects",
journal="Psychological science",
year="2012",
author="Falk, Emily B. and Berkman, Elliot T. and Lieberman, Matthew D.",
volume="23",
number="5",
pages="439-445",
abstract="Can neural responses of a small group of individuals predict the behavior of large-scale populations? In this investigation, brain activations were recorded while smokers viewed three different television campaigns promoting the National Cancer Institute's telephone hotline to help smokers quit (1-800-QUIT-NOW). The smokers also provided self-report predictions of the campaigns' relative effectiveness. Population measures of the success of each campaign were computed by comparing call volume to 1-800-QUIT-NOW in the month before and the month after the launch of each campaign. This approach allowed us to directly compare the predictive value of self-reports with neural predictors of message effectiveness. Neural activity in a medial prefrontal region of interest, previously associated with individual behavior change, predicted the population response, whereas self-report judgments did not. This finding suggests a novel way of connecting neural signals to population responses that has not been previously demonstrated and provides information that may be difficult to obtain otherwise.<p /> <p>Language: en</p>",
language="en",
issn="0956-7976",
doi="10.1177/0956797611434964",
url="http://dx.doi.org/10.1177/0956797611434964"
}