Short‐term effects of an anti‐marijuana media campaign targeting high sensation seeking adolescents

Abstract Sensation seeking, a biologically‐based personality variable, is strongly related to both drug use and preferences for highly novel, arousing, and/or unconventional messages and TV programs. This connection is the basis of a targeting strategy in an anti‐marijuana public service announcement campaign in a medium‐sized market aimed at high sensation seeking adolescents. Data from the first half of the media campaign suggest that the anti‐marijuana PSAs are reaching the target audience's marijuana‐related beliefs, attitudes, and behaviors in the experimental city when compared to the control city. Implications for future campaigns are discussed.

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