Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - An evaluation of traffic-awareness campaign videos
T2 - empathy induction is associated with brain function within superior temporal sulcus
AU - Zelinková, Jana
AU - Shaw, Daniel J.
AU - Mareček, Radek
AU - Mikl, Michal
AU - Urbánek, Tomáš
AU - Havlíčková, Darina
AU - Zámečník, Petr
AU - Haitová, Petra
AU - Brázdil, Milan
PY - 2014/8/12
Y1 - 2014/8/12
N2 - Acting appropriately within social contexts requires an ability to appreciate others' mental and emotional states. Indeed, some campaign programs designed to reduce anti-social behaviour seek to elicit empathy for the victims. The effectiveness of these campaigns can be evaluated according to the degree to which they induce such responses, but by applying neuroscientific techniques this can be done at the behavioural and neurophysiological level. Neuroimaging studies aimed at identifying the neural mechanisms behind such socio-cognitive and -emotional processes frequently reveal the role of the superior temporal sulcus (STS). We applied this knowledge to assess the effectiveness of traffic-awareness campaign adverts to induce empathic expression. Functional magnetic resonance imaging (fMRI) data were acquired from 20 healthy male volunteers as they watched these campaign videos consisting of a dramatic sequence of events and catastrophic endings, and control videos without such dramatic endings. Among other structures, a significantly greater neural response was observed within bilateral STS, particularly within the right hemisphere, during the observation of campaign relative to control videos. Furthermore, activation in these brain regions correlated with the subjects' empathic expression. Our results develop our understanding of the role of STS in social cognition. Moreover, our data demonstrate the utility of neuroscientific methods when evaluating the effectiveness of campaign videos in terms of their ability to elicit empathic responses. Our study also demonstrates the utility of these specific stimuli for future neuroscientific research.
AB - Acting appropriately within social contexts requires an ability to appreciate others' mental and emotional states. Indeed, some campaign programs designed to reduce anti-social behaviour seek to elicit empathy for the victims. The effectiveness of these campaigns can be evaluated according to the degree to which they induce such responses, but by applying neuroscientific techniques this can be done at the behavioural and neurophysiological level. Neuroimaging studies aimed at identifying the neural mechanisms behind such socio-cognitive and -emotional processes frequently reveal the role of the superior temporal sulcus (STS). We applied this knowledge to assess the effectiveness of traffic-awareness campaign adverts to induce empathic expression. Functional magnetic resonance imaging (fMRI) data were acquired from 20 healthy male volunteers as they watched these campaign videos consisting of a dramatic sequence of events and catastrophic endings, and control videos without such dramatic endings. Among other structures, a significantly greater neural response was observed within bilateral STS, particularly within the right hemisphere, during the observation of campaign relative to control videos. Furthermore, activation in these brain regions correlated with the subjects' empathic expression. Our results develop our understanding of the role of STS in social cognition. Moreover, our data demonstrate the utility of neuroscientific methods when evaluating the effectiveness of campaign videos in terms of their ability to elicit empathic responses. Our study also demonstrates the utility of these specific stimuli for future neuroscientific research.
KW - Adult
KW - Advertising as Topic
KW - Arousal
KW - Automobile Driving
KW - Brain
KW - Empathy
KW - Humans
KW - Magnetic Resonance Imaging
KW - Male
KW - Photic Stimulation
KW - Social Behavior
KW - Temporal Lobe
KW - Young Adult
U2 - 10.1186/1744-9081-10-27
DO - 10.1186/1744-9081-10-27
M3 - Journal article
C2 - 25118071
VL - 10
JO - Behavioral and Brain Functions
JF - Behavioral and Brain Functions
SN - 1744-9081
IS - 1
M1 - 27
ER -