title: Mass media strategies targeting high sensation seekers: what works and why.
abstract: 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.
authors.affiliation: Department of Communication, Texas A&M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu
authors.forename: Michael T
authors.initials: MT
authors.lastname: Stephenson
mesh_terms: 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