A classroom-administered simulation of a television campaign on adolescent smoking: testing an activation model of...

In recent years, research has shown that mass media can be used effectively either alone or in conjunction with interpersonal and institutional channels, such as schools. Much has yet been be learned about the application of newer, more effective strategies for media campaigns for adolescent smoking prevention interventions. This article describes a study applying an activation model of information exposure and a sensation-seeking targeting approach to the design of a smoking prevention campaign for adolescents. The participants were 1,272 middle school students aged 12-14 from across the Colorado Front Range who were stratified by their level of sensation seeking and then exposed to both high and low sensation value anti tobacco public service announcements (PSAs) at three time points. Hypothesized effects of the intervention on the primary dependent measures--attitudes (against smoking) and behavioral intentions not to smoke--were strongly supported for high sensation seekers. Further support is offered from the secondary indicators, self-efficacy, perceived message effectiveness, and perceived risk from smoking. No differences were demonstrated, however, in message effects between those selected by focus groups to be high in sensation value and those selected to be low in sensation value.