Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents
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.
Stephenson, MT; Palmgreen, P; Hoyle, RH; Donohew, L; Lorch, EP; Colon, SE
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