Mass media strategies targeting high sensation seekers: what works and why.
OBJECTIVE
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 anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.
Stephenson
Michael T
MT
Department of Communication, Texas A&M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000328:Adult; D001294:Attitude to Health; D006266:Health Education / Q000379:methods; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007629:Kentucky; D002189:Marijuana Abuse / Q000517:prevention & control* / Q000523:psychology; D008402:Mass Media; D010565:Persuasive Communication; D015397:Program Evaluation; D012309:Risk-Taking; D040241:Social Marketing