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Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting.

Publication ,  Journal Article
Stephenson, MT; Morgan, SE; Lorch, EP; Palmgreen, P; Donohew, L; Hoyle, RH
Published in: Health communication
January 2002

Using data from a large-scale antimarijuana media campaign, this investigation examined the demographic and psychographic variables associated with exposure to public service announcements designed to target high sensation-seeking adolescents. The literature on sensation seeking indicates that adolescents high in this trait are at greater risk for substance abuse. Analyses assessed the predictive utility of various risk and protective factors, normative influences, demographic variables, and marijuana-related attitudes, intentions, and behaviors on campaign message exposure. Results confirm that level of sensation seeking was positively associated with greater message exposure. In addition, viewers reporting greater exposure were younger adolescents who indicated that they had poor family relations, promarijuana attitudes, and friends and family who used marijuana. Implications for designing future antimarijuana messages based on these findings are discussed.

Duke Scholars

Published In

Health communication

DOI

EISSN

1532-7027

ISSN

1041-0236

Publication Date

January 2002

Volume

14

Issue

1

Start / End Page

23 / 43

Related Subject Headings

  • Television
  • Risk-Taking
  • Risk Factors
  • Regression Analysis
  • Public Health
  • Psychology, Adolescent
  • Outcome Assessment, Health Care
  • Mass Media
  • Marijuana Smoking
  • Male
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Stephenson, M. T., Morgan, S. E., Lorch, E. P., Palmgreen, P., Donohew, L., & Hoyle, R. H. (2002). Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting. Health Communication, 14(1), 23–43. https://doi.org/10.1207/s15327027hc1401_2
Stephenson, Michael T., Susan E. Morgan, Elizabeth Pugzles Lorch, Philip Palmgreen, Lewis Donohew, and Rick H. Hoyle. “Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting.Health Communication 14, no. 1 (January 2002): 23–43. https://doi.org/10.1207/s15327027hc1401_2.
Stephenson MT, Morgan SE, Lorch EP, Palmgreen P, Donohew L, Hoyle RH. Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting. Health communication. 2002 Jan;14(1):23–43.
Stephenson, Michael T., et al. “Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting.Health Communication, vol. 14, no. 1, Jan. 2002, pp. 23–43. Epmc, doi:10.1207/s15327027hc1401_2.
Stephenson MT, Morgan SE, Lorch EP, Palmgreen P, Donohew L, Hoyle RH. Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting. Health communication. 2002 Jan;14(1):23–43.

Published In

Health communication

DOI

EISSN

1532-7027

ISSN

1041-0236

Publication Date

January 2002

Volume

14

Issue

1

Start / End Page

23 / 43

Related Subject Headings

  • Television
  • Risk-Taking
  • Risk Factors
  • Regression Analysis
  • Public Health
  • Psychology, Adolescent
  • Outcome Assessment, Health Care
  • Mass Media
  • Marijuana Smoking
  • Male