Mass Media Strategies Targeting High Sensation Seekers: What Works and Why

Abstract

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.

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