Michael T Stephenson1. 1. Department of Communication, Texas A&M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu
Abstract
OBJECTIVES: To examine strategies for using the mass media effectively in drug prevention campaigns targeting high sensation seekers. METHODS: Both experimental lab and field studies were used to develop a comprehensive audience segmentation strategy targeting high sensation seekers. RESULTS: A 4-pronged targeting strategy employed in an antimarijuana media campaign yielded significant drops in 30-day marijuana use by adolescents. Other research demonstrates how high and low sensation seekers process antidrug ads differently. CONCLUSIONS: Mass mediated anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.
OBJECTIVES: To examine strategies for using the mass media effectively in drug prevention campaigns targeting high sensation seekers. METHODS: Both experimental lab and field studies were used to develop a comprehensive audience segmentation strategy targeting high sensation seekers. RESULTS: A 4-pronged targeting strategy employed in an antimarijuana media campaign yielded significant drops in 30-day marijuana use by adolescents. Other research demonstrates how high and low sensation seekers process antidrug ads differently. CONCLUSIONS: Mass mediated anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.
Authors: Adam L Lawson; Xun Liu; Jane Joseph; Victoria L Vagnini; Thomas H Kelly; Yang Jiang Journal: Int J Psychophysiol Date: 2012-04-05 Impact factor: 2.997
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