INCREASING THE EFFECTIVENESS OF TELEVISED ANTIDRUG PSAS

这项提案是针对一个项目的竞争性延续， 高度重要的目标--如何增强大众传媒的影响力 作为预防药物滥用的重要组成部分，使其更加有效 有说服力地使用电视播放的禁毒公益宣传短片 在预防运动中。这项研究将扩展致力于更多 有效设计和定位PSA以达到高感觉寻求 向青少年和青壮年宣传预防信息。寻求感觉，一种 以追求新奇和敢于冒险为特征的特质，始终如一 与青少年和年轻人的药物使用有关，并与 对新奇和激动人心的信息有明显的偏好。这些和其他 研究结果表明，电视上播放的禁毒公益广告宣传活动基于 高感觉寻求者的需求，并利用附加功能 执行良好的活动，可以超越对知识的影响来产生 与毒品有关的态度、信念和行为的重大变化。 这项研究将审查这些和其他重要的预防问题 针对青少年的宣传活动的背景，这是一个关键的受众，他们使用 非法药物的数量最近有所增加。 这项研究将在两个类似的社区和 将采用创新和方法严格的受控时间- 系列化设计。以寻求高度轰动为目标的电视公益广告 11年级的学生将在列克星敦进行为期4个月的密集宣传活动， 肯塔基州类似的活动将在一年后进行，同时在 列克星敦和田纳西州诺克斯维尔。在第一个月之前8个月开始 活动，并在随后的活动后8个月结束，这项研究 将监测与毒品有关的态度、行为以及保护和风险 因素(特别是感觉寻求)，通过月刊的采访 从两个社区的青少年队列中随机抽取样本。 这项研究的主要目标是检查：1)一名 电视转播的PSA预防活动，采用了新的和有希望的目标 战略，以帮助高危青少年并产生重大变化 在与毒品有关的态度、信念和行为方面；2)一名 加强或维持前一次活动的影响的助推活动； 3)各种保护和危险因素，特别是感觉 寻求，可能会调节反毒品公益广告对态度和 行为；4)运动效果所涉及的因果滞后期；以及 5)与毒品有关的关系(滞后和同步) 态度和行为。

This proposal is for a competing continuation of a project addressing a highly important objective--how to strengthen the impact of the mass media as a vital component in drug abuse prevention by making more effective persuasive use of televised anti-drug public service announcements (PSAs) in prevention campaigns. The study will extend research devoted to more effective design and targeting of PSAs to reach high sensation seeking teens and young adults with prevention messages. Sensation seeking, a trait characterized by novelty seeking and risk taking, is consistently related to drug use in adolescents and young adults and is associated with distinct preferences for novel and arousing messages. These and other research findings suggest that televised anti-drug PSA campaigns based on the needs of high sensation seekers, and employing additional features of well-executed campaigns, can go beyond effects on knowledge to produce significant changes in drug-related-attitudes, beliefs, and behaviors. The study will examine these and other important prevention issues in the context of campaigns directed at adolescents, a crucial audience whose use of illicit drugs has recently increased. The study will involve a field experiment in two similar communities and will employ an innovative and methodologically rigorous controlled time- series design. Televised PSAs that target high sensation-seeking 8th to 11th graders will be shown in an intensive 4-month campaign in Lexington, KY. Similar campaigns will follow one year later, simultaneously in Lexington and in Knoxville, TN. Beginning 8 months prior to the first campaign, and ending 8 months after the subsequent campaigns, the study will monitor drug-related attitudes, behaviors, and protective and risk factors (particularly sensation seeking), through interviews with monthly random samples from teen cohorts in the two communities. The principal objectives of the study are to examine: 1) the ability of a televised PSA prevention campaign, employing new and promising targeting strategies, to reach at-risk adolescents and produce significant changes in drug-related attitudes, beliefs, and behaviors; 2) the ability of a booster campaign to enhance or sustain the impact of a previous campaign; 3) how various protective and risk factors, particularly sensation seeking, may mediate the effects of anti-drug PSAs on attitudes and behaviors; 4) the causal lag periods involved in campaign effects; and, 5) the relationships (lagged and synchronous) between drug-related attitudes and behaviors.