EFFECTIVE MEDIA STRATEGIES FOR DRUG ABUSE PREVENTION

描述：（申请人摘要） 这项拟议的研究代表了一个成功的研究计划的延伸 由NIDA资助，旨在提高大众媒体在药物滥用方面的有效性 预防运动，并将有助于告知ONDCP的全国青年 禁毒媒体宣传运动。 在这场运动的背景下， 将提供一个严格的和外部有效的测试， 提高电视广告说服力的策略 禁毒公益广告 这些策略围绕着有效的设计和 以公益广告为目标，接触寻求刺激的青少年。 感觉 追求，一种以追求新奇和冒险为特征的特质， 与青少年使用各种物质有关， 对新奇和刺激信息的偏好。 该研究将审查 ONDCP运动的电视PSA部分的有效性， 说服其主要目标受众的风险，高感觉寻求 青少年减少启动和使用这两种物质，以获得 最大的重点-大麻和吸入剂。 这项研究将涉及一个领域 在两个可比较的前75名尼尔森市场进行实验，并将采用 创新和严格的控制时序设计方法。 在国家药物管制和预防犯罪局的合作和资源下，这项研究将采用一系列 高饱和月PSA运动交替集中在大麻在一个 社区和吸入剂在另一个，由6个月的时间间隔， 更低的PSA饱和度。 在48个月的时间里， 运动，该研究将监测PSA暴露，药物相关的态度， 行为，以及保护和风险因素（特别是感觉 寻求），通过与青少年每月随机样本的访谈， 在两个社区的人群中。 这项研究的主要目的是： 1)为了测试集中的高饱和度电视PSA活动的能力， 接触高危青少年; 2）提供一个受控的纵向测试， 这些运动能够显著改变 与药物有关的态度，信念，意图和行为超过4年 3）探索低饱和度运动维持 重点活动的影响; 4）调查如何保护和风险 因素（特别是感觉寻求）和PSA暴露水平 中等运动效果; 5）检查PSA感觉值（a 信息引发感官、情感和唤醒反应的能力）， 与高和低感觉寻求者的活动有效性有关。

DESCRIPTION: (Applicant's Abstract) This proposed study represents an extension of a successful research program funded by NIDA on improving the effectiveness of mass media in drug abuse prevention campaigns, and will serve to inform ONDCP's National Youth Anti-Drug Media Campaign. Within the context of that campaign tho study will provide a stringent and externally valid test of highly promising strategies for increasing the persuasive effectiveness of televised anti-drug PSAs. These strategies revolve around the effective design and targeting of PSAs to reach high sensation seeking adolescents. Sensation seeking, a trait characterized by novelty seeking and risk taking, is related to use of a variety, of substances by adolescents and with distinct preferences for novel and arousing messages. The study will examine the effectiveness of the televised PSA portion of the ONDCP campaign in persuading its primary target audience of at-risk, high sensation seeking adolescents to reduce initiation and use of the two substances to receive greatest emphasis-marijuana and inhalants. The study will involve a field experiment in two comparable top 75 Nielsen markets and will employ an innovative and methodologically rigorous controlled time-series design. With cooperation and resources from ONDCP, the study will employ a series of high saturation month PSA campaigns alternately focusing on marijuana in one community and inhalants in the other, separated by 6-month periods of much lower PSA saturation. Over the 48-month period encompassing these campaigns, the study will monitor PSA exposure, drug-related attitudes and behaviors, as well as protective and risk factors (particularly sensation seeking), through interviews with monthly random samples from adolescent cohorts in the two communities. The principal objectives of the study are: 1) To test the ability of focused high saturation televised PSA campaigns to reach at-risk adolescents; 2) to provide a controlled longitudinal test of the ability of such campaigns to produce significant changes in patterns of drug-related attitudes, beliefs, intentions, and behaviors over a 4-year period; 3) to explore the ability of low saturation campaigns to sustain the impact of the focused campaigns; 4) to investigate how protective and risk factors, (particularly sensation seeking), and level of PSA exposure moderate campaign effects; and 5) to examine how PSA sensation value (a message's ability to elicit sensory, affective, and arousal responses) is related to campaign effectiveness with high and low sensation seekers.