EFFECTIVE MEDIA STRATEGIES FOR DRUG ABUSE PREVENTION

描述：(申请人摘要) 这项拟议的研究是一项成功研究计划的延伸 由NIDA资助，旨在提高大众媒体在药物滥用方面的有效性 预防运动，并将用于向ONDCP的全国青年提供信息 禁毒媒体宣传活动。在这场运动的背景下进行研究 将提供一项严格且外部有效的测试 提高电视节目说服力的策略 禁毒公益广告。这些策略围绕着有效的设计和 以PSA为目标，接触到寻求高感官的青少年。感觉 追求，一种以追求新奇和冒险为特征的特征，是 与青少年对多种物质的使用有关的，并且与 偏爱新奇和激动人心的信息。这项研究将审查 ONDCP宣传活动的电视宣传部分的成效 说服其主要目标受众寻求高风险、高轰动 减少青少年对这两种物质的发起和使用 最重要的是大麻和吸入剂。这项研究将涉及一个领域 在两个可比的前75名尼尔森市场进行试验，并将采用 创新和方法严谨的受控时间序列设计。 在ONDCP的合作和资源的帮助下，这项研究将采用一系列 高饱和度月PSA活动交替集中在大麻上 社区和吸入剂在另一方，相隔6个月多 降低PSA饱和度。在包括这些在内的48个月内 这项研究将监测PSA暴露、与毒品有关的态度和 行为，以及保护性和危险因素(特别是感觉 寻求)，通过对青少年每月随机抽样的采访 两个社区的队列。这项研究的主要目的是： 1)测试聚焦高饱和度的电视PSA宣传活动的能力 接触高危青少年；2)提供受控的纵向测试 这类运动产生重大变化的能力 4年来与毒品有关的态度、信念、意图和行为 3)探索低饱和度运动的持续能力。 重点活动的影响；4)调查如何保护和风险 PSA暴露的因素(特别是感觉寻求)和水平 适度的活动效果；以及5)检查PSA感觉如何价值(a 消息引发感官、情感和唤醒反应的能力) 与高感觉寻求者和低感觉寻求者的战役有效性相关。

DESCRIPTION: (Applicant's Abstract) This proposed study represents an extension of a successful research program funded by NIDA on improving the effectiveness of mass media in drug abuse prevention campaigns, and will serve to inform ONDCP's National Youth Anti-Drug Media Campaign. Within the context of that campaign tho study will provide a stringent and externally valid test of highly promising strategies for increasing the persuasive effectiveness of televised anti-drug PSAs. These strategies revolve around the effective design and targeting of PSAs to reach high sensation seeking adolescents. Sensation seeking, a trait characterized by novelty seeking and risk taking, is related to use of a variety, of substances by adolescents and with distinct preferences for novel and arousing messages. The study will examine the effectiveness of the televised PSA portion of the ONDCP campaign in persuading its primary target audience of at-risk, high sensation seeking adolescents to reduce initiation and use of the two substances to receive greatest emphasis-marijuana and inhalants. The study will involve a field experiment in two comparable top 75 Nielsen markets and will employ an innovative and methodologically rigorous controlled time-series design. With cooperation and resources from ONDCP, the study will employ a series of high saturation month PSA campaigns alternately focusing on marijuana in one community and inhalants in the other, separated by 6-month periods of much lower PSA saturation. Over the 48-month period encompassing these campaigns, the study will monitor PSA exposure, drug-related attitudes and behaviors, as well as protective and risk factors (particularly sensation seeking), through interviews with monthly random samples from adolescent cohorts in the two communities. The principal objectives of the study are: 1) To test the ability of focused high saturation televised PSA campaigns to reach at-risk adolescents; 2) to provide a controlled longitudinal test of the ability of such campaigns to produce significant changes in patterns of drug-related attitudes, beliefs, intentions, and behaviors over a 4-year period; 3) to explore the ability of low saturation campaigns to sustain the impact of the focused campaigns; 4) to investigate how protective and risk factors, (particularly sensation seeking), and level of PSA exposure moderate campaign effects; and 5) to examine how PSA sensation value (a message's ability to elicit sensory, affective, and arousal responses) is related to campaign effectiveness with high and low sensation seekers.