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


Journal Article

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.

Full Text

Duke Authors

Cited Authors

  • Stephenson, MT; Palmgreen, P; Hoyle, RH; Donohew, L; Lorch, EP; Colon, SE

Published Date

  • January 1, 1999

Published In

Volume / Issue

  • 27 / 3

Start / End Page

  • 175 - 195

International Standard Serial Number (ISSN)

  • 0090-9882

Digital Object Identifier (DOI)

  • 10.1080/00909889909365535

Citation Source

  • Scopus