Volume 177 , 1 August 2017, Pages 268-276 Reward-related frontostriatal activity and smoking behavior among adolescents in treatment for smoking cessation Author links open overlay panel Kathleen A.Garrisona One of the first longitudinal fMRI studies of smoking cessation treatment in adolescents. Adolescents show increased non-drug reward-related brain activity pre- to post-treatment. Increases in reward-related brain activity were associated with smoking abstinence. Tobacco use is often initiated during adolescence and continued into adulthood despite desires to quit. A better understanding of the neural correlates of abstinence from smoking in adolescents may inform more effective smoking cessation interventions. Neural reward systems are implicated in tobacco use disorder, and adolescent smokers have shown reduced reward-related ventral striatal activation related to increased smoking. The current study evaluated nondrug reward anticipation in adolescent smokers using a monetary incentive delay task in fMRI pre- and post- smoking cessation treatment (n = 14). This study tested how changes in neural responses to reward anticipation pre- to post-treatment were related to reduced smoking. An exploratory analysis in a larger sample of adolescents with only pre-treatment fMRI (n = 28) evaluated how neural responses to reward anticipation were related to behavioral inhibition and behavioral activation scales.
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The ads won’t display graphic images but instead will present stark black-and-white text statements stating how tobacco companies “intentionally designed cigarettes to make them more addictive,” while another will say “more people die every year from smoking than from murder, AIDS, suicide, drugs, car crashes, and alcohol, combined.” Amazingly, there’s no requirement these ads run on any digital channels, where many young, impressionable people who might be considering taking up smoking tend to consume a lot of their media. “I think [tobacco companies are] getting off kind of lightly,” said John Boiler, co-founder of 72andSunny, an agency that does work for the antitobacco nonprofit Truth Campaign. CMO Today’s Alexandra Bruell reports: Anheuser-Busch InBev has consolidated its global media account with four agencies, down from eight. Dentsu Aegis Network wins the large U.S. account from incumbent Mediacom, which is owned by WPP. Omnicom, WPP and Publicis media agencies will support various international markets. Lucas Herscovici, a global marketing executive at the beer giant, said the consolidation was designed to “reduce complexity.” Usually, that’s code for cost savings, but Mr. Herscovici insisted that wasn’t the motivation. Still, he admitted, “In every pitch of this nature when you’re involving over 50 countries [with] spends in the hundreds of millions of dollars, and when there’s competition across agencies, obviously savings are achieved.” Winning shops should feel good about adding business at a time when most holding companies are reporting subpar growth.
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