"Adolescents’ Neural Response to Tobacco Prevention Messages and Sharing Engagement." American Journal of Preventive Medicine, 2019.

Rui Pei, Ralf Schmälzle, Elissa C. Kranzler, Matthew B. O'Donnell, and Emily B. Falk

Interpersonal communication can reinforce media effects on health behavior. Recent studies have shown that brain activity in the medial prefrontal cortex during message exposure can predict message-consistent behavior change. Key next steps include examining the relationship between neural responses to ads and measures of interpersonal message retransmission that can be collected at scale.