Influences of sensation seeking, perceived message sensation value, and fear appeals on effectiveness of anti-smoking public service announcement messages

Young adults have been more persistent users of cigarettes than other segments of the population. However, previous anti-smoking campaign rarely focused on this population. This study examined the effect of audience-segmentation-based message development and the effectiveness of messages with high arousal potential for high sensation seekers and individual differences in response to various levels of arousing PSA messages through experiments with 18–25-year-old young adults. Using sensation-seeking, information-processing, and fear-appeal theories, this study hypothesized that high sensation seekers would show distinct responses to different levels of perceived message sensation value and message threat in terms of attention, arousal, recognition, attitudes, and affective reactions.; Findings from a 2 x 2 x 2 x 4 (sensation seeking scale x perceived message sensation value x message threat x presentation order) showed that, overall, perceived message sensation value and message threat had main effects on cognitive arousal, recognition, and attitudes toward anti-smoking PSA messages. High threat messages elicited more message rejection as well as more positive attitudes toward smoking than did low threat messages. High sensation seekers showed more message rejection and lower intentions to initiate interpersonal communication about quitting or reducing than did low sensation seekers regardless of message threat level when efficacy was not provided.; Gender and smoking involvement were found to be significant predictors of attention, attitudes toward anti-smoking PSA messages, message rejection, and intentions to initiate interpersonal communication about quitting or reducing smoking. College students and non-students showed no differences in attention, arousal, and recognition. However, the groups showed differences in emotional and attitudinal responses.; Alternative explanations to findings inconsistent with hypotheses are provided. Practitioners should consider the characteristics of the message recipients such as sensation seeking tendency of young adults when developing messages. Campaign designers should match inherent self-efficacy and risk of the message recipients with message threat and message efficacy. Future study should examine the possibility of a concurrent dual process of message rejection and message acceptance.