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

Publication ,  Journal Article
Stephenson, MT; Palmgreen, P; Hoyle, RH; Donohew, L; Lorch, EP; Colon, SE
Published in: Journal of Applied Communication Research
January 1, 1999

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.

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Published In

Journal of Applied Communication Research

DOI

ISSN

0090-9882

Publication Date

January 1, 1999

Volume

27

Issue

3

Start / End Page

175 / 195

Related Subject Headings

  • Communication & Media Studies
  • 4701 Communication and media studies
  • 3507 Strategy, management and organisational behaviour
  • 2001 Communication and Media Studies
 

Citation

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Stephenson, M. T., Palmgreen, P., Hoyle, R. H., Donohew, L., Lorch, E. P., & Colon, S. E. (1999). Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents. Journal of Applied Communication Research, 27(3), 175–195. https://doi.org/10.1080/00909889909365535
Stephenson, M. T., P. Palmgreen, R. H. Hoyle, L. Donohew, E. P. Lorch, and S. E. Colon. “Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents.” Journal of Applied Communication Research 27, no. 3 (January 1, 1999): 175–95. https://doi.org/10.1080/00909889909365535.
Stephenson MT, Palmgreen P, Hoyle RH, Donohew L, Lorch EP, Colon SE. Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents. Journal of Applied Communication Research. 1999 Jan 1;27(3):175–95.
Stephenson, M. T., et al. “Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents.” Journal of Applied Communication Research, vol. 27, no. 3, Jan. 1999, pp. 175–95. Scopus, doi:10.1080/00909889909365535.
Stephenson MT, Palmgreen P, Hoyle RH, Donohew L, Lorch EP, Colon SE. Short-term effects of an anti-marijuana media campaign targeting high sensation seeking adolescents. Journal of Applied Communication Research. 1999 Jan 1;27(3):175–195.
Journal cover image

Published In

Journal of Applied Communication Research

DOI

ISSN

0090-9882

Publication Date

January 1, 1999

Volume

27

Issue

3

Start / End Page

175 / 195

Related Subject Headings

  • Communication & Media Studies
  • 4701 Communication and media studies
  • 3507 Strategy, management and organisational behaviour
  • 2001 Communication and Media Studies