Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents

Author(s): Palmgreen, P., Hoyle, R. H., Donohew, L., Lorch, E. P., Colon, S. E.

Journal/Book: J Appl Commun Res. 1999; 27: 5105 Backlick Rd, Annandale, VA 22003, USA. Speech Communication Assn. 175-195.

Abstract: Sensation seeking a biologically-based personality variable, is strongly related to both drug use and preferences for highly novel, arousing, and/or unconventional messages and TV programs. This connection is the basis of a targeting strategy in an anti-marijuana public service announcement campaign in a medium-sized market aimed at high sensation seeking adolescents. Data from the first half of the media campaign suggest that the anti-marijuana PSAs are reaching the target audience's marijuana-related beliefs, attitudes, and behaviors in the experimental city when compared to the control city. Implications for future campaigns are discussed.

Note: Article Stephenson MT, Univ Missouri, Dept Commun, 115 Switzler Hall, Columbia,MO 65211 USA

Keyword(s): PUBLIC-SERVICE ANNOUNCEMENTS; DRUG-USE; INFORMATION EXPOSURE; PROGRAM CONTEXT; MASS-MEDIA; BEHAVIOR; ATTENTION; MODEL

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