Mass Media Strategies Targeting High Sensation Seekers: What Works and Why

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-pr...

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Bibliographic Details
Published in:	American journal of health behavior Vol. 27; p. S233
Main Author:	Stephenson, Michael T
Format:	Journal Article
Language:	English
Published:	United States PNG Publications 01-11-2003
Subjects:	Adolescent Adolescent Attitudes Adolescent Behavior - psychology Adolescents Adult Attitude to Health Communication Strategies Drug Use Field Studies Health Education - methods Health Promotion Health Promotion - methods Humans Kentucky Marijuana Abuse - prevention & control Marijuana Abuse - psychology Mass Media Persuasive Communication Prevention Program Effectiveness Program Evaluation Psychological Characteristics Risk-Taking Social Marketing Kentucky
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Summary:	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.
ISSN:	1087-3244
DOI:	10.5993/ajhb.27.1.s3.7