INCREASING THE EFFECTIVENESS OF TELEVISED ANTIDRUG PSAS

本建议书是关于一个项目的竞争性延续， 如何加强大众传播媒介的影响， 作为预防药物滥用的重要组成部分， 说服性地使用电视禁毒公益广告 预防运动。 这项研究将扩大研究， 有效的公益广告设计和目标定位，以达到高感觉寻求 青少年和年轻人的预防信息。 寻求刺激，a 以追求新奇和冒险为特征的特质， 与青少年和年轻人的药物使用有关， 对新奇和刺激的信息有明显的偏好。 这些和其他 研究结果表明，电视禁毒PSA运动的基础上， 高感觉寻求者的需求，并采用 执行良好的活动，可以超越对知识的影响， 与毒品有关的态度、信念和行为发生重大变化。 这项研究将审查这些问题和其他重要的预防问题， 在针对青少年的运动背景下，青少年是一个重要的受众， 非法药物的使用最近有所增加。 这项研究将在两个类似的社区进行实地实验， 将采用一种创新的严格控制时间的方法- 系列设计 电视公益广告，目标是高轰动寻求第8至 11年级的学生将在列克星敦进行为期4个月的密集宣传， 肯塔基州 类似的运动将在一年后同时进行， 列克星敦和田纳西州的诺克斯维尔。 从第一次发生前8个月开始 运动，并结束8个月后，随后的运动，研究 将监测与毒品有关的态度，行为，保护和风险 因素（特别是感觉寻求），通过每月采访 从两个社区的青少年群体中随机抽取样本。 研究的主要目的是：1）一个人的能力 电视宣传预防PSA运动，采用新的和有前途的目标， 战略，以接触处境危险的青少年并产生重大变化 在与毒品有关的态度，信仰和行为; 2）一个人的能力， 加强或维持前一次宣传运动影响的助推运动; 3)各种保护和风险因素，特别是感觉， 寻求，可能介导禁毒公益广告对态度的影响， 行为; 4）运动效应中的因果滞后期;以及， 5)毒品相关之间的关系（滞后和同步） 态度和行为。

This proposal is for a competing continuation of a project addressing a highly important objective--how to strengthen the impact of the mass media as a vital component in drug abuse prevention by making more effective persuasive use of televised anti-drug public service announcements (PSAs) in prevention campaigns. The study will extend research devoted to more effective design and targeting of PSAs to reach high sensation seeking teens and young adults with prevention messages. Sensation seeking, a trait characterized by novelty seeking and risk taking, is consistently related to drug use in adolescents and young adults and is associated with distinct preferences for novel and arousing messages. These and other research findings suggest that televised anti-drug PSA campaigns based on the needs of high sensation seekers, and employing additional features of well-executed campaigns, can go beyond effects on knowledge to produce significant changes in drug-related-attitudes, beliefs, and behaviors. The study will examine these and other important prevention issues in the context of campaigns directed at adolescents, a crucial audience whose use of illicit drugs has recently increased. The study will involve a field experiment in two similar communities and will employ an innovative and methodologically rigorous controlled time- series design. Televised PSAs that target high sensation-seeking 8th to 11th graders will be shown in an intensive 4-month campaign in Lexington, KY. Similar campaigns will follow one year later, simultaneously in Lexington and in Knoxville, TN. Beginning 8 months prior to the first campaign, and ending 8 months after the subsequent campaigns, the study will monitor drug-related attitudes, behaviors, and protective and risk factors (particularly sensation seeking), through interviews with monthly random samples from teen cohorts in the two communities. The principal objectives of the study are to examine: 1) the ability of a televised PSA prevention campaign, employing new and promising targeting strategies, to reach at-risk adolescents and produce significant changes in drug-related attitudes, beliefs, and behaviors; 2) the ability of a booster campaign to enhance or sustain the impact of a previous campaign; 3) how various protective and risk factors, particularly sensation seeking, may mediate the effects of anti-drug PSAs on attitudes and behaviors; 4) the causal lag periods involved in campaign effects; and, 5) the relationships (lagged and synchronous) between drug-related attitudes and behaviors.