Understanding and overcoming adolescents resistance to anti-marijuana ads

了解并克服青少年对反大麻广告的抵制

• 批准号: 8440274
• 负责人: William D. Crano
• 金额: $ 38.46万
• 依托单位: CLAREMONT GRADUATE UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-01-15 至 2016-12-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8440274
• 关键词: Accounting; Adolescent; Adopted; Affect; Alcohol abuse; Area; Attitude; Behavior; Belief; Cognition; Cognitive; Cognitive deficits; Communication; Computers; Development; Effectiveness; Evaluation; Failure; Feedback; Future; Generic Drugs; Health; Hyperphagia; Individual; Individual Differences; Intention; Intervention; Lead; Learning; Life; Marijuana; Marijuana Smoking; Mass Media; Media Campaign; Media Intervention; Mediating; Methods; Minor; Modeling; Nature; Outcome; Participant; Pattern; Perception; Persuasive Communication; Pharmaceutical Preparations; Population; Predisposition; Prevention; Preventive; Preventive Intervention; Process; Prodrugs; Public Health; Regulation; Reporting; Research; Resistance; Risk; Sampling; Schools; Social Welfare; Specific qualifier value; Students; Study models; Surveys; Testing; Utility Theories; Variant; Youth; base; binge drinking; computer program; cost effective; design; falls; insight; marijuana prevention; middle school; novel strategies; peer; practical application; prevent; programs; public health relevance; research study; social; social norm; statistics; stem; success; theories; Accounting; Adolescent; Adopted; Affect; Alcohol abuse; Area; Attitude; Behavior; Belief; Cognition; Cognitive; Cognitive deficits; Communication; Computers; Development; Effectiveness; Evaluation; Failure; Feedback; Future; Generic Drugs; Health; Hyperphagia; Individual; Individual Differences; Intention; Intervention; Lead; Learning; Life; Marijuana; Marijuana Smoking; Mass Media; Media Campaign; Media Intervention; Mediating; Methods; Minor; Modeling; Nature; Outcome; Participant; Pattern; Perception; Persuasive Communication; Pharmaceutical Preparations; Population; Predisposition; Prevention; Preventive; Preventive Intervention; Process; Prodrugs; Public Health; Regulation; Reporting; Research; Resistance; Risk; Sampling; Schools; Social Welfare; Specific qualifier value; Students; Study models; Surveys; Testing; Utility Theories; Variant; Youth; base; binge drinking; computer program; cost effective; design; falls; insight; marijuana prevention; middle school; novel strategies; peer; practical application; prevent; programs; public health relevance; research study; social; social norm; statistics; stem; success; theories

DESCRIPTION (provided by applicant): Increasing numbers of adolescents approve of and use marijuana, and report that marijuana is relatively easy to obtain. Because marijuana use is associated with a host of negative consequences, many prevention campaigns have been implemented over the years, but most have been proven ineffective. We believe the failure of many campaigns is due to the common practice of assuming that the same message will successfully persuade a diverse audience of adolescents. This application seeks to prevent marijuana use by developing and testing a theory-based Tailored Interactive Media Intervention (TIMI) that avoids this common shortcoming. This intervention combines two theories that individually have been shown to have powerful effects on attitude change. In combination, they provide the means necessary to stem the accelerated tide of adolescent marijuana use that is evident in today's social statistics. The approach begins by either reinforcing anti-marijuana beliefs or weakening pro-marijuana beliefs. A second message, tailored to account for each participant's view of the normative nature of peer marijuana use, is then delivered. For pro-marijuana youth, this message attacks an attitude weakened by the first communication. Our approach is based on the resistance appraisals model (RAM), which specifies strategies to reduce resistance to persuasion, and the deviance regulation model (DRM), which guides the ways messages should be framed to account for differences in adolescents' perceptions of peer norms. Experiment 1 tests the utility of these theories separately in a marijuana prevention context. Experiment 2 tests the effects of combining the theories in developing a TIMI, and follows with a test of the effect of administering the TIMI repeatedly over the course of a school year. Outcomes include attitude toward marijuana, attitude certainty, intention to use marijuana, and actual usage. This approach overcomes resistance by reducing attitude certainty, and it creates maximally persuasive messages by accounting for and capitalizing on individually perceived peer norms, to which adolescents are exquisitely attuned. It outlines a feasible and cost- effective way of preventing adolescent marijuana use on a large scale by weakening and then directly targeting pro-drug attitudes in a manner that is widely applicable for all school-attending adolescents, a group in which marijuana use has risen significantly and dramatically over the past 4 years.

描述（由申请人提供）：越来越多的青少年批准并使用大麻，并报告大麻相对容易获得。由于使用大麻与许多负面后果有关，因此多年来已经实施了许多预防运动，但大多数被证明无效。我们认为，许多运动的失败是由于普遍的做法是，假设相同的信息将成功地说服各种各样的青少年受众。该应用程序旨在通过开发和测试基于理论的量身定制的互动媒体干预（TIMI）来防止大麻使用，从而避免这种常见的缺点。该干预措施结合了两种理论，这些理论已被证明对态度的改变产生了强大的影响。结合起来，它们提供了必要的手段来阻止青少年大麻使用的加速潮流，这些潮流在当今的社会统计数据中很明显。 该方法始于增强反马里司信仰或削弱亲玛丽亚阿纳的信念。然后是为了说明每个参与者对同伴大麻使用规范性质的看法而定制的第二个信息。对于亲玛丽亚阿纳（Marijuana）青年，此信息攻击了第一次交流削弱的态度。我们的方法基于阻力评估模型（RAM），该模型指定了降低对说服力的抵抗力的策略，以及偏差法规模型（DRM），该模型指导了应构成信息的方式以说明青少年对同行规范的看法的差异。实验1在预防大麻环境中分别测试了这些理论的效用。实验2测试了将理论结合起来开发TIMI的影响，然后测试了在学年中反复管理Timi的效果。结果包括对大麻的态度，态度确定性，使用大麻的意图以及实际用途。这种方法通过降低态度确定性来克服抵抗力，并通过考虑并利用单独感知的同伴规范来创造最大的说服力信息，而青少年可以很好地调整青少年。它概述了一种可行且具有成本效益的方法，可以通过削弱并直接针对亲毒品态度的方式来防止青少年大麻使用，以一种广泛适用于所有学校青少年的方式，在过去的四年中，大麻使用均大大增加了大麻。