A Physiologic Model of Effective PSAs (PMEP).

A physiologic model of attention and action is shown after viewing an advertisement with social content. We propose that attention will be reflected in a sympathetic nervous system response measurable by a change in ACTH. A response to the ad that results in an action will be driven by a change in OT. The model includes cases in which individuals do not attend to the ad and do not respond by engaging in an action after the ad.