This study examined effects of message and program sensation value, sensation seeking, and drug use on visual attention to televised anti-drug public service announcements (PSAs) among 318 18-22-year-olds, who were placed individually in a simulated home environment with the opportunity to radfrom print media selections andlor watch a half-hour TVprogram including two presentations of the test PSA. The 7" pmgram was high or low in sensation value. High sensation seekers paidgreaterattention to high sensation value programming and to PSAs embedded in such programming, whereas low sensation seekerspaidgreater attention to PSAs embedded in low sensation value programs. Ongoing attention to a pgram may help tosustainattention toasubsequent PSA. TheFndingsrelatetoanadivation modelofinfmtion exposure and indicate that program sensation value and sensation seeking aTe important factors to be considered in the placement of televised drug abuse prevention messages. elevised public service announcements (PSAs) have long been an important component of public health communication cam-T paigns, focusing on topics such as drug use, smoking, alcohol use, seat belts, neighborhood crime, cancer, and AIDS (Flay,

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Research demonstrating links between sensation-seeking and drug use, and sensation-seeking and participation in leisure activities suggests designing substance misuse prevention projects that encourage substituting alternative activities for drug use. The current study uses factor analysis and discriminant analysis to provide comprehensive information on the kinds of activities high-sensation seekers participate in. Factor analysis of activity participation indicates an eight factor solution. Discriminant analysis of factor scores indicates that high-sensation seekers can be discriminated from low-sensation seekers on the basis of two factors, active-adventure and conflict-combat. Implications for prevention program design are discussed.

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A sample of 597 participants was surveyed to examine factors that influence recall of antidrug public service announcements (PSAs). High sensation-seekers and polydrug users recalled somewhat more antidrug PSAs than low sensation-seekers and nonusers. Regression analyses indicated that total hours of television viewing did not predict recall of televised antidrug PSAs; instead, recall was predicted by preference for specific program genres, such as sports, news shows, action programs, sitcoms, and stand-up/comedy channel programs, and individual-difference variables such as sensation-seeking, drug use, and gender. The findings provide more evidence for the sensation-seeking targeting (SENTAR) approach and demonstrate the relevance of selective exposure and program contexts in reaching potential drug users.