Individual differences and context: factors mediating recall of anti-drug public service announcements.
A sample of 597 participants was surveyed to examine factors that influence recall of antidrug public service announcements (PSAs). High sensation-seekers and polydrug users recalled somewhat more antidrug PSAs than low sensation-seekers and nonusers. Regression analyses indicated that total hours of television viewing did not predict recall of televised antidrug PSAs; instead, recall was predicted by preference for specific program genres, such as sports, news shows, action programs, sitcoms, and stand-up/comedy channel programs, and individual-difference variables such as sensation-seeking, drug use, and gender. The findings provide more evidence for the sensation-seeking targeting (SENTAR) approach and demonstrate the relevance of selective exposure and program contexts in reaching potential drug users.
D'Silva
Margaret U
MU
Department of Communication, University of Louisville, Louisville, KY 40292, USA. dsilva@louisville.edu
Palmgreen
Philip
P
D000293:Adolescent; D000328:Adult; D005106:Exploratory Behavior; D005260:Female; D006266:Health Education; D006801:Humans; D007206:Individuality; D007407:Interviews as Topic; D008297:Male; D011939:Mental Recall; D015146:Midwestern United States; D010565:Persuasive Communication; D011594:Psychometrics; D012044:Regression Analysis; D012309:Risk-Taking; D012737:Sex Factors; D040241:Social Marketing; D019966:Substance-Related Disorders / Q000517:prevention & control* / Q000523:psychology; D013690:Television / Q000706:statistics & numerical data*; D014504:Urban Health