Targeting Mass Media Campaigns for Risky Sexual Behavior

这项拟议的研究代表了两个成功的NIH资助的研究项目的延伸，提高大众媒体降低风险运动的有效性，并制定基于学校和媒体的艾滋病预防策略，以减少倾向于高风险的个人的性冒险行为。 这项研究将提供一个严格的和外部有效的测试非常有前途的战略，以增加在艾滋病毒和其他性传播感染的预防竞技场的电视和电台公益广告（公益广告）的说服力的效力。 这些策略围绕着公益广告的有效设计和目标定位，以达到那些高度寻求感觉和/或冲动决策者的个人。 感觉寻求是一种以寻求新奇和冒险为特征的特质，与各种冒险行为的使用有关，并与对新颖和激发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而不是认知处理为特征的特质，也被发现以各种方式与性冒险有关。这项研究将审查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效果。 它将在两个可比较的前75名尼尔森市场进行实地实验，并将采用创新和严格的控制时间序列设计。该研究将采用3个为期3个月的高饱和度电视和广播公益广告宣传活动（一个社区2个，另一个社区1个），重点是避孕套的使用，活动前后有很长的时间。 在33个月的评估期内，该研究将通过对两个社区年轻成年人队列的每月随机样本进行访谈，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）。 这项研究的主要目的是：1）测试电视和电台联合开展预防性传播疾病宣传活动的能力，采用新的和有前途的战略，进行目标定位、形成性研究、信息设计和放置，以接触感染艾滋病毒和其他性传播疾病预防信息的高危青年（即，注重安全性行为）; 2）提供一个受控的纵向测试，测试这种运动在态度、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; 3）探索助推器的能力。（或后续）运动，以加强或维持以前运动的影响;（4）探讨感觉寻求和冲动决策在HIV和其他STI相关PSA对安全套相关态度、信念、自我效能、感知规范和行为影响中的中介作用。

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.