Mass media strategies targeting high sensation seekers: what works and why.

Department of Communication, Texas A&M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu

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.

PMID: 14672384 [PubMed - indexed for MEDLINE]