Targeting Mass Media Campaigns for Risky Sexual Behavior

这项研究是美国国立卫生研究院资助的两项成功研究项目的延伸，这两项研究分别是提高大众媒体降低风险运动的有效性，以及发展基于学校和媒体的艾滋病毒预防策略，以减少易患高风险行为的个人的性冒险行为。这项研究将为在艾滋病毒和其他性传播感染预防领域提高电视和广播公共服务公告（psa）的说服力提供严格和外部有效的非常有前途的战略测试。这些策略围绕着有效的设计和目标的公益广告，以达到那些高感觉寻求者和/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征，它与各种冒险行为的使用有关，也与对新奇和刺激信息的独特偏好有关。冲动性决策是一种以高水平的去抑制和情感处理为特征的特征，与认知处理相反，它也被发现以多种方式与性冒险有关。这项研究将检验密集的广播和电视宣传活动在说服年轻人增加使用避孕套方面的有效性。它将涉及在两个可比较的前75名尼尔森市场进行实地试验，并将采用创新和方法上严格的控制时间序列设计。这项研究将采用3个高饱和度的、为期3个月的电视和广播PSA宣传活动（2个在一个社区，1个在另一个社区），重点是避孕套的使用，并有广泛的宣传前后时期。在33个月的评估期内，该研究将监测PSA暴露、安全套使用、安全套使用态度、自我效能、感知规范、意图以及个体差异变量（特别是感觉寻求和冲动决策），通过每月从两个社区的年轻人群体中随机抽样进行访谈。该研究的主要目标是：1)测试电视和广播联合PSA预防运动的能力，采用新的和有前途的策略，针对目标，形成性研究，信息设计和放置，以达到感染艾滋病毒和其他性传播感染的高危年轻人预防信息（即，关注安全性行为）；2)对此类活动在态度、信念、自我效能、感知规范和与性冒险相关的行为方面产生重大变化的能力进行受控的纵向测试；3)探索助推器（或后续）活动增强或维持先前活动影响的能力；4)探讨感觉寻求和冲动决策在HIV和其他性传播感染相关公益广告对安全套相关态度、信念、自我效能感、感知规范和行为的中介作用。

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.