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Abstract
Ambivalence characterizes many adolescents' attitudes toward marijuana use. This study investigated the effects of ambivalence on adolescents' reactions to anti-drug messages. Two hypotheses suggested by past research were tested, one concerning the general vulnerability of ambivalent attitudes to persuasion, the other concerning the effect of ambivalence on message elaboration. Three hundred and eighty-six (386) adolescents ages 12 to 18 were exposed to anti-drug messages. Their marijuana use intentions and other related cognitions, as well as their responses to the messages, were assessed afterwards. Results provided relatively consistent support for the general vulnerability hypothesis—that high ambivalence participants reported greater agreement with the anti-drug messages and more anti-drug intentions and attitudes. No effect of ambivalence on message elaboration was detected. The implications of the findings for anti-drug communication campaigns are discussed.
Notes
Our initial study design included a message strength factor. The two brochures were created to represent strong and weak anti-drug messages, respectively. However, evaluation data showed that the participants did not make a sharp distinction between the two brochures. The message strength factor was thus removed from our design, and the two brochures were treated as alternative anti-drug messages of equal strength.
The Griffin formula: ambivalence = (P + N)/2 − abs(P − N), where P stands for the positive evaluation score and N stands for the negative evaluation score.
The predictive equation is as follows:
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Last year marijuana use = −9.34 + .66 × number of offers + .62 × number of user friends + .11 × sensation-seeking + .19 × age.
The means were obtained using a similar MANCOVA procedure controlling for pre-test attitude and brochure.
