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TheRealCompetition

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When Public Health Campaigns Warn You but Your Friends Like to Drink Connecti...

When Public Health Campaigns Warn You but Your Friends Like to Drink Connecting Computational Social Science and Neuroscience to Understand Real World Health Behavior Malleable unhealthy behaviors excessively burden global societies. Public health media campaigns could offer cost-effective, large-scale interventions, but affect behavior only minimally. To date, health campaigns are optimized to... ver más

31/08/2021

UvA

176K€

Presupuesto del proyecto: 176K€

Líder del proyecto

UNIVERSITEIT VAN AMSTERDAM No se ha especificado una descripción o un objeto social para esta compañía.

TRL 4-5

Fecha límite participación Sin fecha límite de participación.

Financiación concedida El organismo H2020 notifico la concesión del proyecto el día 2021-08-31

MSCA-IF-2018: Individual Fellowships

I+D

Cerrada hace 6 años

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Información adicional privada

No hay información privada compartida para este proyecto. Habla con el coordinador.

1 Participantes

UvA

175.57K€ | Lider

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Duración del proyecto: 28 meses Fecha Inicio: 2019-04-01
Fecha Fin: 2021-08-31

Líder del proyecto

UNIVERSITEIT VAN AMSTERDAM No se ha especificado una descripción o un objeto social para esta compañía.

TRL 4-5

Presupuesto del proyecto 176K€

Fecha límite de participación Sin fecha límite de participación.

Descripción del proyecto Malleable unhealthy behaviors excessively burden global societies. Public health media campaigns could offer cost-effective, large-scale interventions, but affect behavior only minimally. To date, health campaigns are optimized to outperform alternative health campaigns in their effects on behavior (e.g. comparing gain to loss-framed messages). Yet, in real life campaigns face other competitors like campaign-related media and peer-produced content. These sources are amplified by popular social media and thus often presented in close proximity to health campaigns. Each source may favor healthy or unhealthy viewpoints, causing health campaign-consistent or -contradictory updates to an individual’s evaluation of a behavior. Ignoring real-world competitors of public health campaigns is a grave oversight that can reduce or even reverse campaign effects on behavior. I seek to understand and optimize public health campaigns in the context of TheRealCompetition, namely healthy and unhealthy media and peer content on social media. This is non-trivial. Self-reporting media exposure and psychological processes underlying media effects overburdens lay participants who struggle to recall and explain how they integrate multiple competing influences on their behavior. In a game-changing interdisciplinary approach, I connect computational social science and neuroimaging to objectively and unobtrusively quantify daily exposure to campaign-related social media content, and understand the neuropsychological processes that explain campaign effects in the context of other sources of influence. Results offer actionable recommendations for practitioners and ecologically validate basic decision-making models. This action brings my unique dual expertise in media effects and neuroscience to Europe, adds computational social science to my skills, and develops my interdisciplinary team leader skills. I will answer novel questions, broaden collaborations, and significantly accelerate my career.

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