Short‐term effects of an anti‐marijuana media campaign targeting high sensation seeking adolescents

Michael T. Stephenson Assistant professor in the Department of Communication, University of Missouri, 115 Switzler Hall, Columbia, MO, 65211

Philip Palmgreen Professor in the Department of Communication, University of Kentucky

Rick H. Hoyle Professor in the Department of Psychology, University of Kentucky

Lewis Donohew Professor in the Department of Communication, University of Kentucky

Elizabeth Pugzles Lorch Professor in the Department of Psychology, University of Kentucky

Susan E. Colon Postdoctoral researcher at the University of Illinois, Chicago

Abstract

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.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.