Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation

This study used Mind Wave, a brain wave–reading device from NeuroSky, to replace self-reporting measures in the examination of the effects of advertisement messages and understand audiences’ underlying attention on the delivered ideas and its relation to the physiological process behind message framing for smoking cessation. A total of 130 undergraduate male students consisting of 65 smokers and 65 non-smokers participated in the between-subject experimental study. The results revealed that participants who are smokers and received positively framed messages showed higher attention on smoking cessation than the negatively framed group. In contrast, participants who are non-smokers and received negatively framed messages had better attention. This showed that the framed message strategy is a better option for public health-care advertising