REASONED ACTION, MEDIA PRIMING, AND ANTIDRUG CAMPAIGNS

合理的行动、媒体宣传和禁毒运动

• 批准号: 6378859
• 负责人: MARTIN FISHBEIN
• 金额: $ 61.98万
• 依托单位: UNIVERSITY OF PENNSYLVANIA
• 依托单位国家: 美国
• 财政年份: 1998
• 资助国家: 美国
• 起止时间: 1998-09-30 至 2003-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6378859
• 关键词: adolescence (12-20); behavior therapy; behavioral /social science research tag; belief; clinical research; drug abuse prevention; goal oriented behavior; human subject; mass information media; model design /development; psychological models; social psychology

DESCRIPTION: (Applicant's Abstract) The goal of this five year research program is to better understand how to design mass communication campaigns to reduce the intention to use illicit drugs. Two theories primarily guide thinking: (1) Fishbein & Ajzen's Theory of Reasoned Action (TRA) and (2) a theory of media effects called "media priming (MP)". The research proposed includes laboratory and field components. The study begins with intensive interviews and a follow-up survey of 600 12-18 year olds, to discover which specific beliefs about the outcomes of drug use and which beliefs about the expectations for one's behavior by important others predicts attitudes, subjective norms and behavioral intentions. On that basis a series of experiments will be mounted with varied treatments involving anti-drug advertisements to change important outcome or normative beliefs (TRA), and/or to increase the weight of such beliefs in determining behavioral intentions (MP). Treatment comparisons will include examining the effects of outcome-focused versus normatively-focused messages, the effects of weak versus strong messages, and the effects of single or clustered belief messages versus multiple or diffuse belief messages. The laboratory experiments will then serve as the basis for a six media market field experiment over one year. This study, based on a rolling panel design will include 1800 young people interviewed four times apiece during the year. Each media market will receive a different treatment in each six month period, and be paired with a second media market which gets the same treatments in reverse order. Measurement will include two pre and two post measures for each treatment. These studies will contribute to the refinement of anti-drug media strategies, providing specific advice about how to choose and combine advertisements to maximize effects.

描述：（申请人的摘要） 这项五年研究计划的目标是更好地了解如何 设计大众传播运动，以减少使用非法的意图 毒品。 两种理论主要指导思考：（1）Fishbein＆Ajzen's 理论行动理论（TRA）和（2）一种称为媒体效应理论称为 “媒体启动（MP）”。 拟议的研究包括实验室和现场 成分。 该研究始于密集的访谈和随访 对600名12-18岁的调查，以发现有关哪些特定信念 吸毒的结果以及对对人的期望的信念 重要其他人的行为预测态度，主观规范和 行为意图。 在此基础上，一系列实验将是 安装有各种涉及反药品广告的治疗方法 重要的结果或规范性信念（TRA）和/或增加体重 确定行为意图（MP）的这种信念。 治疗 比较将包括检查以结果为中心的效果 规范性的消息，弱信息与强信息的影响， 以及单个或聚类的信念消息与多个或多个或群集的影响 弥漫性信念信息。 然后，实验室实验将作为 在一年内进行六个媒体市场实验实验的基础。 这项研究， 基于滚动面板设计将包括1800名接受采访的年轻人 在这一年中分别四次。 每个媒体市场都会收到 在每个六个月内不同的治疗，并与一秒钟配对 媒体市场以相反的顺序获得相同的处理。 测量 每种治疗方法将包括两个前和两个后措施。 这些 研究将有助于抗毒媒体策略的完善， 提供有关如何选择和结合广告的具体建议 最大化效果。