Ultimately, the goal of CECCR2 aims to understand why and how communication affects health-related behavior and decision making. Specifically, we want to know how tailoring communication by specific individual characteristics influences subsequent health behaviors.
The Primary Aim of the Social and Cognitive Neuroscience Core is to provide the capability to use functional neuroimaging and eye tracking to explore biological and cognitive mechanisms underlying behavioral change and decision making. Eventually this work could lead to more precise "neural pretesting" that maximizes the effectiveness of intervention messages.
We want to provide expertise, train new people so that the expertise is expanded within the research community, and provide the facilities necessary to perform state-of-the-art studies. In the marketing field, this area is termed “neuromarketing,” and is increasingly being employed in the private sector by major advertising companies.
See individual CECCR2 projects.