Predicting attitude toward methamphetamine use: the role of antidrug campaign exposure and conversations about meth in Montana.

This investigation utilized the integrative model of behavioral prediction to assess the Montana Meth Project (MMP) campaign by testing theoretical antecedents of attitude toward methamphetamine (meth) use. College students in Montana (N = 403) were surveyed about their exposure to MMP ads and communication about meth in conversation. Structural equation modeling showed that the data fit the specified model well. Significant parameters indicated that only beliefs about the negative relational outcomes of meth use, and not about personal well-being or physical appearance, were related to attitude. Attention, rather than encoded exposure, to MMP ads related to each belief about meth use. Conversation frequency related to engagement with MMP ads, and a conversational partner's conveyed attitude toward meth use related to personal and physical beliefs as well as attitudes. Theoretical and practical implications of the findings are discussed.