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.
Duke Scholars
Altmetric Attention Stats
Dimensions Citation Stats
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
APA
Chicago
ICMJE
MLA
NLM
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.
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