Individual Differences and Context: Factors Mediating Recall of Anti-Drug Public Service Announcements

Abstract

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.

Notes

Hu, T., & Mitchell, M. E. (1981). Cost effectiveness evaluation of the 1978 media drug abuse prevention television campaign. Final report submitted to the Prevention Branch, National Institute on Drug Abuse, Rockville, MD.