Sensation Seeking and Targeting of Televised Anti-Drug PSAs

Abstract

ABSTRACT A study was conducted to determine how to reach out in an effective 'Wanner via televised public service announcements (PSAs) to particllar at-risk audi:nces to motivate participation in drug abuse prevention programs. The subjects (207 young adults in Fayette Couaty, Kencucky) responded to the M. Zuckerman sensation seeking questionnaire. They also viewed a video of several televised messages and filled out a questionnaire packet consisting of 37-item mood scale, followed by administration of the behavioral intention, attitude, and drug use scales. Analysis of variance showed no significant main effects of sensation seeking, message sensation value, or drug use on the index of behavioral intention. A strong main effect emerged for motivational introduction. The results indicated that careful attention should be paid to the verbal audio characteristics of the introductory portion of televised anti-drug PSAs. The behavioral intention of low sensation seekers was more affected by the low sensation message than by the high sensation PSA. It was alto found that high sensation seeking users of illicit drugs displayed by far the strongest behavioral intention to call the hotline advocated in the PSA compared to the appropriate control group. Results provided convincing evidence that two related factors, sensation seeking and message sensation value, can be employed in concert to target televised anti-drug PSAs at young adults who are users of illicit drugs or who are at risk of becoming users. (Four tables and four figures of data are included. Fifty-two references are attached.) (MG)