Program Context, Sensation Seeking, and Attention to Televised Anti-Drug Public Service Announcements

Abstract

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,

How Broadcast Volume and Emotional Content Affect Youth Recall of Anti-Tobacco Advertising

“…Although theoretically the most effective messages should be those with arousal properties that match the audience's biologically based level of optimal arousal, 20 studies tend to show that highly arousing messages are more effective (i.e., lead to better attention, recall, and comprehension) regardless of audience members' individual level of need for sensation. [21][22][23][24] It has been repeatedly demonstrated that media weight (measured in terms of gross rating points [GRPs] or targeted rating points reaching a designated audience segment) is an important determinant of viewer exposure and recall. Both viewer exposure and recall are necessary, but not sufficient, for advertising effectiveness.…”

Adolescent marijuana use intentions: using theory to plan an intervention

“…Sensation seeking is defined classically as a trait in which the individual is willing to take physical and social risks for the sake of varied, novel, and complex sensations and experience (Zuckerman, 1979). We included this measure in our survey since prior research suggests that effects of anti-drug advertising may differ for high versus low sensation seekers (Everett & Palmgreen, 1995;Lorch et al, 1994). The sensation-seeking questions used in our survey were used previously by Palmgreen and colleagues, and measure levels of agreement with statements that the respondent liked to explore strange places, do frightening things, liked new experiences, and preferred friends who are exciting and unpredictable (Chronbach's ¼ 0.82).…”

A hírmédia változásai – egy áttekintés

“…Az optimális aktivációs elméletek (Bryant és Zillmann 1985, 1986, Bryant 1990, Christ 1985, Sparks és Spirek 1988, Zillmann 1980, 1982, 1988, Zillmann és Johnson 1973, Zillmann et al 1980, Zillmann és Bryant 1986, Donohew et al 1980, 1988, az extroverzió-introverzió dimenziói (Eysenck 1978, Daoussis és McKelvie 1986, Furnham et al 1994), a szenzoros élménykeresés (Glasgow et al 1985, Litle és Zuckcrman 1986, Lorch et al 1994, Schierman és Rowland 1985, Potts et al 1996, Rowland et al 1989) és a médiahasználat kognitív fejlődéslélektani hátterét vizsgáló kutatások (Salomon 1979(Salomon , 1983) mind ide sorolhatók.…”