ERIC Number: EJ823530
Record Type: Journal
Publication Date: 2003
Abstractor: As Provided
Reference Count: 0
Mass Media Strategies Targeting High Sensation Seekers: What Works and Why
Stephenson, Michael T.
American Journal of Health Behavior, v27 suppl 3 pS233-S238 2003
Objectives: To examine strategies for using the mass media effectively in drug prevention campaigns targeting high sensation seekers. Methods: Both experimental lab and field studies were used to develop a comprehensive audience segmentation strategy targeting high sensation seekers. Results: A 4-pronged targeting strategy employed in an antimarijuana media campaign yielded significant drops in 30-day marijuana use by adolescents. Other research demonstrates how high and low sensation seekers process antidrug ads differently. Conclusions: Mass mediated antidrug campaigns aimed at high sensation seekers are effective tools for drug prevention.
Descriptors: Field Studies, Prevention, Drug Use, Mass Media, Communication Strategies, Health Promotion, Adolescents, Program Effectiveness, Psychological Characteristics, Adolescent Attitudes
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A