APPLICATIONS OF A THEORETIC MODEL OF INFORMATION EXPOSURE TO HEALTH INTERVENTIONS

A theoretic model of attention to messages has been used ib guide an e xtensive series of laboratory and field experiments involving the mass media and, more recently, classroom instruction and health interventi ons. The model draws on individual differences in need for novelty as a basis both for identifying target audiences most likely to engage in a number of health-risk behaviors, such as drug and alcohol abuse and risky sex, and as a guide far designing messages to attract and hold the attention of these same individuals, who make up the prime target audience for many campaigns. These strategies have been successful in bringing about changes in attitudes and behavioral intentions in exper imental studies, and in learning at-risk audience segments in field st udies through novel televised public service announcements placed in a ppropriate television programming.