The psychological processes that predict behaviour can be influenced by the approaches taken in environmental awareness messages. The persuasiveness generated by different approaches depends on the environmental concern of viewers. The study identifies brain regions active while processing positive advertisements. It also studies brain activity in subjects with high (vs low) environmental concern while processing positive ads. In addition, it relates the brain activity evoked in response to positive ads which predicts more significant attitudes toward the ads, in subjects with great environmental concern. The results indicate that positive messages activate regions linked to self-value and societal benefit in those subjects who are more concerned. We found a stronger effect in regions linked to an emotional response in viewers with greater environmental concern. The identified emotional response may precede higher attitudinal ratings.

预测行为的心理过程可能会受到环境意识信息中采用的方法的影响。不同方法产生的说服力取决于观众对环境的关注。该研究在处理积极的广告时识别出活跃的大脑区域。它还在处理正面广告时研究环境关注度高（相对于低）的受试者的大脑活动。此外，它还与积极的广告反应引起的大脑活动有关，这预示着对环境有很大影响的受试者对广告的更重要的态度。结果表明，在那些更关心的受试者中，积极的信息会激活与自我价值和社会利益相关的区域。我们发现在与环境关注度更高的观众的情绪反应相关的区域中，效果更强。确定的情绪反应可能先于更高的态度评级。