Individual differences and context: factors mediating recall of anti-drug public service announcements.

A sample of 597 participants was surveyed to examine factors that influence recall of antidrug public service announcements (PSAs). High sensation-seekers and polydrug users recalled somewhat more antidrug PSAs than low sensation-seekers and nonusers. Regression analyses indicated that total hours of television viewing did not predict recall of televised antidrug PSAs; instead, recall was predicted by preference for specific program genres, such as sports, news shows, action programs, sitcoms, and stand-up/comedy channel programs, and individual-difference variables such as sensation-seeking, drug use, and gender. The findings provide more evidence for the sensation-seeking targeting (SENTAR) approach and demonstrate the relevance of selective exposure and program contexts in reaching potential drug users.