PROGRAM CONTEXT, SENSATION SEEKING, AND ATTENTION TO TELEVISED ANTI-DRUG PUBLIC-SERVICE ANNOUNCEMENTS

This study examined effects Of message and Program sensation value, se nsation seeking, and drug use on visual attention to televised anti-dr ug public service announcements (PSAs) among 318 18-22-year-olds, who were placed individually in a simulated home environment with the oppo rtunity to read form print media selections and/or watch a half-hour T V program including two presentations of the test PSA. The TV program was high or low in sensation value. High sensation seekers paid greate r attention to high sensation value programming and to PSAs embedded i n such programming, whereas low sensation seekers paid greater attenti on to PSAS embedded in low sensation value programs. Ongoing attention to a program may help to sustain attention to a subsequent PSA. The f indings relate to an activation model of information exposure and indi cate that program sensation value and sensation seeking are important factors to be considered in the placement of televised drug abuse prev ention messages.