Mechanisms of anti-drug campaign effectiveness: roles of perceived message sensation value and two dimensions of sensation seeking tendency

초록

This study aims to deepen understanding of the Sensation-seeking Targeting approach widely used in persuasive campaigns against risky health behaviors. It examines how perceived message sensation value (PMSV), both directly and interacting with sensation seeking, leads to persuasion in anti-drug campaigns. We extend previous findings on this process by exploring the effects of two dimensions of sensation seeking tendency, and by considering both unintended and intended consequences of anti-drug ads. Fitting PROCESS Models 4 and 8 using a cross-sectional survey in South Korea (N=1500) yielded the following findings. First, PMSV had positive effects on intention to comply with campaign messages and intention to use illegal drugs. Second, state reactance was mitigated by PMSV, and it mediated the relationship between PMSV and the two behavioral intentions in ways to increase message compliance and reduce drug use intention. Third, only the PMSV x intensity seeking interaction significantly heightened state reactance.

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