by Erik Sass, Thursday, Mar 9, 2006 7:47 AM EST Media Post

http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=40764&Nid=18952&p=270792

A NEW STUDY FROM A professor at the University of Missouri at Columbia's School of Journalism proves, with physiological evidence, that adolescents (defined as ages 12-14) respond much more emotionally than 22- to-24-year-olds to graphic depictions of the harm done to the human body by smoking. The results, according to a press release, "may lead to recommendations for the design of more effective messages promoting health behavior."

The study, carried out by University of Missouri-Columbia School of Journalism Professor Paul Bolls through the school's Psychological Research on Information and Media Effects Lab, involved affixing electrodes to the faces of viewers from both age groups to measure "negative emotional reaction" as they were shown anti-smoking commercials depicting various levels of bodily harm, including organ damage caused by smoking.

At the same time, a heart monitor measured heart rate to approximate the amount of mental effort required for viewers to understand the message behind the threatening images. A lowered heart rate indicates greater concentration and focus. Images that caused both a large negative emotional reaction and a high level of mental activity to understand the threat were considered most effective.

According to Bolls, "these more intense emotional reactions by adolescents can be due to less developed pathways in their brain for regulating emotional response." Bolls said this may mean that health messages should be reengineered to inspire more fear, and directed more accurately at younger viewers.