Neurophysiological analyses of the effects of online interactive tailored health videos (via web-automated human interaction technologies) on attention to health messages

Interactive tailored health video is one such technology that has emerged as a viable approach for delivering health messages. Interactive videos possess both attributes of interactivity and personalization, which may be more effective in persuasive health education efforts. Online interactive tailored health videos, known as web-automated human interaction (WAHIs), are created by the company Wahi Media, Inc. WAHIs use web-automated human interaction technologies allowing users to interact with the website by prompting questions used to tailor content; thus providing a highly interactive learning environment. The potential value of using automated human interaction technologies for health education is the ability to stimulate human conversation and provide interactive tailored messages in real time.

This research seeks to study the effects of online interactive tailored health videos (specifically WAHIs) on users' attention using neurophysiologic approaches. Event-related brain potentials (ERPs) measured by electroencephalograms (EEG) monitoring brainwave activity have been used in previous studies to shed light on information processing given exposure to different media [1]. Previous empirical studies regarding health messages have shown more or less consistent findings with regard to the effects of tailored messages on attention using ERP indexes: larger amplitudes for the N1 and smaller amplitudes for the P300 in tailored messages [2]. One such study indicated that users exposed to tailored messages have larger changes in ERPs [3]. Several studies have also revealed a larger number of ERPs in response to relevant visual and contextual stimuli than irrelevant stimuli [4]. These studies support the potential usefulness of measuring ERPs to indicate attention levels given exposure to different stimuli, and in turn, contribute more robust evidence than self-report data.

The practical significance of this study is embedded in exploring empirical evidence to understand what the effect is of the online interactive tailored health video compared to a static website by using neurophysiologic analysis. This can be a better objective measure of message effectiveness on attention as indicated by ERPs. Most studies lack empirical evidence and rely on self-reports. Other contribution of this study will be useful in developing web-based, interactive tailored health video intervention programs and in improving the quality of online health information programs. This study integrates theories and background knowledge from several different disciplines, including health information seeking behavior studies, health behavioral studies, health communication, and neurophysiology to enrich the exploration of approaches for more effective delivery of health messages. This interdisciplinary approach brings new light and an alternative framework to the investigation of health education materials.

An experiment will be conducted to compare the effects of a highly interactive and tailored website using interactive video technology vs. a static website on user attention and engagement as indicated by ERPs. The design of this study will be a crossover design and each subject will complete two sessions. Forty college students will be exposed to two conditions; health messages delivered via (1) WAHIs and (2) static website. Differences in ERP (as indicated by amplitude differences in N1, P1, and P300) given exposure to the two different conditions will be the main indicator of attention, the principal dependent variable. Heart rate variability (HRV) will also be explored to monitor emotion-related physiological changes that might affect reactions to the experimental stimuli.