Mass media strategies targeting high sensation seekers: what works and why
1Department of Communication, Texas A&M University, College Station, TX 77843-4234, USA. mstephenson@tamu.edu
Objectives:
To examine strategies for using the mass media effectively in drug prevention campaigns targeting high sensation seekers.
Methods:
Both experimental lab and field studies were used to develop a comprehensive audience segmentation strategy targeting high sensation seekers.
Results:
A 4-pronged targeting strategy employed in an antimarijuana media campaign yielded significant drops in 30-day marijuana use by adolescents. Other research demonstrates how high and low sensation seekers process antidrug ads differently.
Conclusions:
Mass mediated anti-drug campaigns aimed at high sensation seekers are effective tools for drug prevention.
Related Concept Videos
Routes of Persuasion
Social Proof
Subliminal Perception
Sensation
Absolute thresholds can quantify the sensitivity of sensory...
Persuasion Strategies
Desensitization and Tachyphylaxis
Several...


