Targeting Mass Media Campaigns for Risky Sexual Behavior

这项拟议的研究是NIH资助的两个成功研究项目的延伸，这两个项目是关于提高大众媒体降低风险运动的有效性，以及制定以学校和媒体为基础的艾滋病毒预防战略，以减少倾向于高风险水平的个人的性风险行为。这项研究将对在艾滋病毒和其他性传播感染预防领域中提高电视和广播公共服务公告(PSA)的说服力的非常有希望的战略进行严格和外部有效的测试。这些战略围绕着PSA的有效设计和目标，以接触到那些寻求高感觉和/或冲动的决策者。感觉寻求是一种以寻求新奇和冒险为特征的特质，它与各种冒险行为的使用有关，与对新奇和唤醒信息的不同偏好有关。冲动决策是一种特征，其特征是高水平的去抑制和情感，而不是认知加工，也被发现以各种方式与性冒险有关。这项研究将考察密集的广播和电视宣传活动在说服年轻人增加避孕套使用方面的有效性。它将涉及在两个可比的前75个尼尔森市场进行实地试验，并将采用创新的、在方法上严格的受控时间序列设计。这项研究将采用3个月的高饱和度电视和广播PSA宣传活动(一个社区2个，另一个社区1个)，重点是避孕套的使用，活动前和活动后都有很长的时间。在33个月的评估期内，这项研究将通过每月从两个社区的年轻人队列中随机抽样，监测PSA暴露、避孕套使用、避孕套使用态度、自我效能、感知规范、意图以及个人差异变量(特别是感觉寻求和冲动决策)。这项研究的主要目标是：1)测试电视和广播相结合的PSA预防运动的能力，采用新的和有前景的策略进行定向、形成性研究、信息设计和安置，接触到感染艾滋病毒和其他性传播感染预防信息的高危青年(即，专注于更安全的性行为)；2)对这种运动产生与性风险承担相关的态度、信念、自我效能、感知规范和行为的显著变化的能力进行受控的纵向测试；3)探讨强化活动(或后续活动)增强或维持先前活动的影响的能力；4)探索感觉寻求和冲动决策在调节HIV和其他与性传播感染相关的PSA对避孕套相关态度、信念、自我效能、感知规范和行为的影响中的作用。

This proposed study represents an extension of two successful NIH-funded research programs on improving effectiveness of mass media risk reduction campaigns and on developing school- and media-based HIV prevention strategies at that reduce the sexual risk-taking behavior of individuals predisposed to high levels of risk-taking. This study will provide a stringent and externally valid test of highly promising strategies for increasing the persuasive effectiveness of television and radio public service announcements (PSAs) in the arena of HIV and other STI prevention. These strategies revolve around the effective design and targeting of PSAs to reach individuals who are high sensation seekers and/or are impulsive decision-makers. Sensation seeking, a trait characterized by novelty seeking and risk taking, is related to use of a variety of risk-taking behaviors and is related to distinct preferences for novel and arousing messages. Impulsive decision-making, a trait characterized by high levels of disinhibition and affective as opposed to cognitive processing, has also been found to be related to sexual risk-taking in a variety of ways. This study will examine the effectiveness of intensive radio and television campaigns in persuading young adults to increase condom use. It will involve a field experiment in two comparable top 75 Nielsen markets and will employ an innovative and methodologically rigorous controlled time-series design. The study will employ 3 high saturation 3-month TV and radio PSA campaigns(2 in one community and 1 in the other) focusing on condom use, with extensive pre- and post-campaign periods. Over the 33-month assessment period, the study will monitor PSA exposure, condom use, condom use attitudes, self-efficacy, perceived norms, intentions, as well as individual difference variables (particularly sensation seeking and impulsive decision- making), through interviews with monthly random samples from young adult cohorts in the two communities. The principal objectives of the study are: 1) to test the ability of a combined television and radio PSA prevention campaign, employing new and promising strategies for targeting, formative research, message design, and placement, to reach at-risk young adults with HIV and other STI prevention messages (i.e., focusing on safer sex); 2) to provide a controlled longitudinal test of the ability of such a campaign to produce significant changes in attitudes, beliefs, self-efficacy, perceived norms, and behaviors related to sexual risk-taking; 3) to explore the ability of a booster (or follow- up) campaign to enhance or sustain the impact of a previous campaign; and 4) to explore the roles of sensation seeking and impulsive decision-making in mediating the effects of HIV and other STI-related PSAs on condom-related attitudes, beliefs, self-efficacy, perceived norms, and behaviors.