Campaign success is contingent on adequate exposure; however, exposure opportunities (e.g., ad reach/frequency) are imperfect predictors of message recall. We hypothesized that the exposure-recall relationship would be contingent on message processing. We tested moderation hypotheses using 3 data sets pertinent to "The Real Cost" anti-smoking campaign: past 30-day ad recall from a rolling national survey of adolescents aged 13-17 (n = 5,110); ad-specific target rating points (TRPs), measuring ad reach and frequency; and ad-elicited response in brain regions implicated in social processing and memory encoding, from a separate adolescent sample aged 14-17 (n = 40). Average ad-level brain activation in these regions moderates the relationship between national TRPs and large-scale recall (p < .001), such that the positive exposure-recall relationship is more strongly observed for ads that elicit high levels of social processing and memory encoding in the brain. Findings advance communication theory by demonstrating conditional exposure effects, contingent on social and memory processes in the brain.

中文翻译：

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信息引发的大脑反应调节了接触禁烟信息的机会与信息回忆之间的关系

运动的成功取决于充分的曝光率；然而，曝光机会（例如，广告覆盖率/频率）并不是消息回忆的完美预测指标。我们假设曝光-回忆关系将取决于消息处理。我们使用 3 个与“真实成本”反吸烟运动相关的数据集测试了适度假设：来自 13-17 岁青少年滚动全国调查的过去 30 天广告回忆（n = 5,110）；特定广告的目标评级点 (TRP)，衡量广告覆盖面和频率；以及与社会处理和记忆编码有关的大脑区域的广告引发的反应，来自 14-17 岁的单独青少年样本（n = 40）。这些区域的平均广告级大脑激活调节了国家 TRP 与大规模召回之间的关系 (p < .001)，因此，对于在大脑中引发高水平社交处理和记忆编码的广告，可以更强烈地观察到积极的曝光-回忆关系。研究结果通过证明有条件的暴露效应，视大脑中的社会和记忆过程而定，从而推进了交流理论。