Citation

Stephenson MT. Am. J. Health Behav. 2003; 27(Suppl 3): S233-8.

Affiliation

Texas A and M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu

Copyright

(Copyright © 2003, PNG Publications)

DOI

unavailable

PMID

14672384

Abstract

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 anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.

Language: en