Targeting Mass Media Campaigns for HIV, STD and Pregnancy Prevention

  • Cupp, Pamela (CoI)
  • Noar, Seth (CoI)
  • Zimmerman, Rick (Former PI)
  • Donohew, Robert (Former CoI)

Grants and Contracts Details


This continuing study represents an extension of two successful NIH-funded research programs on improving effectiveness of mass media risk reduction campaigns and on developing school- and media-based HIV prevention strategies that reduce the sexual risk-taking behavior of individuals predisposed to high levels of risk-taking. This study will provide a stringent and externally valid test of highly promising strategies for increasing the persuasive effectiveness of television and radio public service announcements (PSAs) in the arena of HIV and other STI prevention. These strategies revovlve around the effective design and targeting of PSAs to reach individuals who are high sensation seekers and/or are impulsive decision-makers. Sensation seeking, a trait characterized by novelty seeking and risk taking, is related to use of a variety of risk-taking behaviors and is related to distinct preferences for novel and arousing messages. Impulsive decision-making, a trait characterized by high levels of disinhibition and affective as opposed to cognitive processing, has also been found to be related to sexual risk-taking in a variety of ways. This study will examine the effectiveness of intensive radio and television campaigns in persuading young adults to increase condom use.
Effective start/end date6/28/018/31/11


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