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Public health social media communications and consumer neuroscience

机译：公共卫生社交媒体传播与消费者神经科学

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Consumer neuroscience is an emerging discipline. Potential exists for neurological quantitative research techniques to be used for the development and analysis of public health messages due to limited numbers of successful campaigns. In some instances, highly successful public health marketing campaigns have been designed to address something greater than financial gain and have achieved exceptional reach. This results in increased public awareness using social amplification platforms. Examples of these include action-oriented social media campaigns that ask individuals to “act”, “share”, “pledge” or “challenge” on behalf of a health or social cause. Neurological and physiological techniques include functional magnetic resonance imaging, magnetoencephalography, electroencephalography, eye tracking, galvanic skin response, heart rate, facial recognition and implicit association testing. Due to nonconscious decision-making processes these techniques have the potential to identify driving forces behind individuals’ decision to become involved in health and social cause marketing campaigns that are unable to be identified with qualitative research methods. In 2014/2015 the Australian Government spent $23.3 million Australian dollars (AUD) on health and social service marketing campaigns, with $19.4 million AUD on health communications, and $3.9 million AUD on social services. These figures are considered conservative as expenditure on marketing campaigns below $250 thousand AUD is excluded. Thus, using consumer neuroscience to inform the design of future public health and social cause communications, which may help to save a life, while reducing expenditure on unsuccessful campaigns, requires greater understanding of the effectiveness of a positive action orientation vs. a fear and shock approach.
机译：消费者神经科学是一门新兴学科。由于成功的运动数量有限，神经学定量研究技术可能用于开发和分析公共卫生信息。在某些情况下，已成功设计了非常成功的公共卫生营销活动，以解决超出财务收益的目标，并取得了卓越的影响。这导致使用社交放大平台提高公众意识。这些示例包括面向行动的社交媒体活动，该活动要求个人代表健康或社会原因“采取行动”，“分享”，“承诺”或“挑战”。神经和生理学技术包括功能磁共振成像，脑磁图，脑电图，眼动追踪，皮肤电反应，心率，面部识别和隐式联想测试。由于无意识的决策过程，这些技术有潜力识别个人参与健康和社会事业营销活动的决定背后的驱动力，而这些运动无法用定性研究方法来识别。 2014/2015年，澳大利亚政府在健康和社会服务营销活动上花费了2330万澳元，其中1940万澳元用于健康交流，390万澳元用于社会服务。这些数字被认为是保守的，因为不包括25万澳元以下的营销活动支出。因此，使用消费者神经科学为未来的公共卫生和社会公益沟通提供信息，这可能有助于挽救生命，同时减少不成功运动的支出，这需要对积极行动导向的有效性与恐惧和震惊的理解有所了解。方法。

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