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.
|Number of pages||21|
|Journal||Journal of Applied Communication Research|
|State||Published - Aug 1999|
Bibliographical noteFunding Information:
Mike Stephenson is an assistant professor in the Department of Communication at the University of Missouri. Philip Palmgreen andLewis Donohew areprofessors intheDepartment ofCommunication at the University of Kentucky where Elizabeth Pugzles Lorch and Rick Hoyle are professors in the Department of Psychology. Susan E. Colon is a postdoctoral researcher at the University of Illinois-Chicago. This research is supported byGrant DA06892-08 from theNational Institute onDrug Abuse. Direct correspondence to thefirst author at theDepartment of Communication, University of Missouri, 115 Switzler Hall, Columbia, MO65211.
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ASJC Scopus subject areas
- Language and Linguistics