Neurobiological Bases of Self-Reference and Deliberate Processing in Tailored Health Communication
In this chapter, we aim to provide a theoretical framework with empirical evidence to understand psychological and neural mechanisms involved in tailored health communications. We will first describe the primary psychological mechanisms, self-reference and deliberate processing, that are necessary for making health communications effective in driving behavioral changes. Then, we will describe the underlying neurobiological mechanisms in the context of a web-based tailored health communication. Using functional magnetic resonance imaging (fMRI) technique, we have identified in the past key midline brain structures, namely medial prefrontal cortex and precuneus, underlying self-reference processing that can predict the outcomes of a web-based tailored smoking cessation program. In addition to these brain regions, we will in this chapter describe the neural mechanisms associated with deliberate processing capacity that were identified using eye movements and neuroimaging technique. Integrations of information technology and cognitive-based training that improve skills involving self-referential and deliberate processing are recommended for applications.
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