Sensation seeking, perceived message sensation value, personal involvement, and processing of anti-marijuana PSAs

• Published in: Communication monographs Vol. 68; no. 1; pp. 49 - 71
• Main Authors: Stephenson, Michael, Palmgreen, Philip
• Format: Journal Article
• Language: English
• Published: Abingdon Taylor & Francis Group 01-03-2001; Taylor & Francis Ltd
• Subjects: Adolescents; Behavior; Cocaine; Drug prevention; Drug Use; Focus Groups; Individual Differences; Marijuana; Personality Traits; Preferences; Psychological Characteristics; Recall (Psychology); Stimuli; Young Adults
• ISSN: 0363-7751; 1479-5787
• DOI: 10.1080/03637750128051

Drug prevention research has demonstrated the effectiveness of high sensation value messages in influencing drug-related attitudes and behaviors of high sensation seekers (HSS). While there is insight into what kinds of messages are most effective in persuading HSS, we have much less understanding of the cognitive and affective processes which lead to such outcomes. This study assessed the influence of perceived message sensation value and personal involvement with marijuana on how 386 adolescent participants processed the arguments, storylines, and audio and visual elements in anti-marijuana PSAs. Three types of processing - cognitive, narrative, and sensory-were investigated. The findings suggest that perceived message sensation value is influential in mitigating the inhibiting influence of personal involvement among high sensation seekers on message processing. The practical and theoretical implications of these findings are discussed.