The Influence of Ambivalence on Adolescents' Reactions to Anti-Drug Messages

Abstract

Ambivalence characterizes many adolescents' attitudes toward marijuana use. This study investigated the effects of ambivalence on adolescents' reactions to anti-drug messages. Two hypotheses suggested by past research were tested, one concerning the general vulnerability of ambivalent attitudes to persuasion, the other concerning the effect of ambivalence on message elaboration. Three hundred and eighty-six (386) adolescents ages 12 to 18 were exposed to anti-drug messages. Their marijuana use intentions and other related cognitions, as well as their responses to the messages, were assessed afterwards. Results provided relatively consistent support for the general vulnerability hypothesis—that high ambivalence participants reported greater agreement with the anti-drug messages and more anti-drug intentions and attitudes. No effect of ambivalence on message elaboration was detected. The implications of the findings for anti-drug communication campaigns are discussed.

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