An Empirical Assessment of the Above the Influence Advertising Campaign
| Autor: | Lawrence M. Scheier, Jerry L. Grenard, Kristen D. Holtz |
|---|---|
| Rok vydání: | 2011 |
| Předmět: |
Male
Program evaluation Persuasion Health (social science) Adolescent Psychometrics Substance-Related Disorders media_common.quotation_subject Persuasive Communication Medicine (miscellaneous) Health Promotion Structural equation modeling Theory of reasoned action Advertising campaign Advertising Humans Health belief model Mass Media media_common Mass media business.industry Public Health Environmental and Occupational Health General Medicine United States Psychiatry and Mental health Female Public service business Psychology Social psychology Program Evaluation |
| Zdroj: | Journal of Drug Education. 41:431-461 |
| ISSN: | 1541-4159 0047-2379 |
| DOI: | 10.2190/de.41.4.f |
| Popis: | This study evaluated the efficacy of Above the Influence (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall intercepts from geographically dispersed regions of the country. Theoretical impetus for the campaign combines elements of the theory of reasoned action (TRA), persuasion theory, and the health belief model. A series of structural equation models were tested with four randomly drawn cross-validation samples ( N = 3,000). Findings suggest that awareness of ATI is associated with greater anti-drug beliefs, fewer drug use intentions, and less marijuana use. Congruent with the TRA, changes in beliefs and intentions are intermediate steps linking campaign awareness with behavior. This study provides further evidence of positive campaign effects and may strengthen reliance on mass media health persuasion campaigns as a useful adjunct to other programs targeting youth. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|