Understanding and overcoming adolescents resistance to anti-marijuana ads

了解并克服青少年对反大麻广告的抵制

• 批准号: 8440274
• 负责人: William D. Crano
• 金额: $ 38.46万
• 依托单位: CLAREMONT GRADUATE UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-01-15 至 2016-12-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8440274
• 关键词: Accounting; Adolescent; Adopted; Affect; Alcohol abuse; Area; Attitude; Behavior; Belief; Cognition; Cognitive; Cognitive deficits; Communication; Computers; Development; Effectiveness; Evaluation; Failure; Feedback; Future; Generic Drugs; Health; Hyperphagia; Individual; Individual Differences; Intention; Intervention; Lead; Learning; Life; Marijuana; Marijuana Smoking; Mass Media; Media Campaign; Media Intervention; Mediating; Methods; Minor; Modeling; Nature; Outcome; Participant; Pattern; Perception; Persuasive Communication; Pharmaceutical Preparations; Population; Predisposition; Prevention; Preventive; Preventive Intervention; Process; Prodrugs; Public Health; Regulation; Reporting; Research; Resistance; Risk; Sampling; Schools; Social Welfare; Specific qualifier value; Students; Study models; Surveys; Testing; Utility Theories; Variant; Youth; base; binge drinking; computer program; cost effective; design; falls; insight; marijuana prevention; middle school; novel strategies; peer; practical application; prevent; programs; public health relevance; research study; social; social norm; statistics; stem; success; theories

DESCRIPTION (provided by applicant): Increasing numbers of adolescents approve of and use marijuana, and report that marijuana is relatively easy to obtain. Because marijuana use is associated with a host of negative consequences, many prevention campaigns have been implemented over the years, but most have been proven ineffective. We believe the failure of many campaigns is due to the common practice of assuming that the same message will successfully persuade a diverse audience of adolescents. This application seeks to prevent marijuana use by developing and testing a theory-based Tailored Interactive Media Intervention (TIMI) that avoids this common shortcoming. This intervention combines two theories that individually have been shown to have powerful effects on attitude change. In combination, they provide the means necessary to stem the accelerated tide of adolescent marijuana use that is evident in today's social statistics. The approach begins by either reinforcing anti-marijuana beliefs or weakening pro-marijuana beliefs. A second message, tailored to account for each participant's view of the normative nature of peer marijuana use, is then delivered. For pro-marijuana youth, this message attacks an attitude weakened by the first communication. Our approach is based on the resistance appraisals model (RAM), which specifies strategies to reduce resistance to persuasion, and the deviance regulation model (DRM), which guides the ways messages should be framed to account for differences in adolescents' perceptions of peer norms. Experiment 1 tests the utility of these theories separately in a marijuana prevention context. Experiment 2 tests the effects of combining the theories in developing a TIMI, and follows with a test of the effect of administering the TIMI repeatedly over the course of a school year. Outcomes include attitude toward marijuana, attitude certainty, intention to use marijuana, and actual usage. This approach overcomes resistance by reducing attitude certainty, and it creates maximally persuasive messages by accounting for and capitalizing on individually perceived peer norms, to which adolescents are exquisitely attuned. It outlines a feasible and cost- effective way of preventing adolescent marijuana use on a large scale by weakening and then directly targeting pro-drug attitudes in a manner that is widely applicable for all school-attending adolescents, a group in which marijuana use has risen significantly and dramatically over the past 4 years.

描述（由申请人提供）：越来越多的青少年批准和使用大麻，并报告说，大麻是相对容易获得。由于大麻的使用与一系列负面后果有关，多年来已经实施了许多预防运动，但大多数都被证明是无效的。我们认为，许多运动的失败是由于普遍的做法，即假设相同的信息将成功地说服不同的青少年受众。该应用程序旨在通过开发和测试基于理论的定制交互式媒体干预（TIMI）来防止大麻的使用，以避免这种常见的缺点。这种干预结合了两种理论，这两种理论分别被证明对态度改变有强大的影响。结合起来，它们提供了必要的手段来阻止青少年大麻使用的加速浪潮，这在今天的社会统计数据中是显而易见的。 这种方法首先是加强反大麻的信念或削弱支持大麻的信念。第二个信息，量身定制，以说明每个参与者的看法的规范性质的同龄人使用大麻，然后交付。对于支持大麻的年轻人来说，这条信息攻击了第一次交流所削弱的态度。我们的方法是基于阻力评估模型（RAM），它指定的策略，以减少阻力说服，和越轨行为监管模型（DRM），它指导的方式信息应该框架，以考虑到青少年的看法同伴规范的差异。实验1分别在大麻预防背景下测试这些理论的实用性。实验2测试的影响结合的理论在发展TIMI，并遵循测试的效果管理TIMI在一个学年的过程中反复进行。结果包括对大麻的态度，态度确定性，使用大麻的意图和实际使用。这种方法通过减少态度确定性来克服阻力，并通过解释和利用青少年所擅长的个人感知的同龄人规范来创造最有说服力的信息。它概述了一种可行和具有成本效益的方式，通过削弱并直接针对亲毒品态度，以广泛适用于所有在校青少年的方式，大规模防止青少年使用大麻，这是一个在过去四年中大麻使用显著和急剧上升的群体。