Bibliography of RICK S. ZIMMERMAN

Development and Implementation of Mass Media Campaigns to Delay Sexual Initiation Among  African American and White Youth Sensation-Seeking Targeting Whereas the MDM provided guidance on what theoretical determinants to change, sensation-seeking targeting (Palmgreen & Donohew, 2003) was used to guide how messages could change those determinants. Sensation-seeking is defined as “the seeking of varied, novel, complex, and intense sensations and experiences, and the willingness to take physical, social, legal, and financial risks for the sake of such experience” (Zuckerman, 1994, p. 27). High sensation-seekers are more likely to engage in a number of risky behaviors (Zuckerman, 1994), including a host of risky sexual behaviors (Hoyle et al., 2000). Research demonstrates that high sensation-seekers have distinct and consistent preferences for particular kinds of messages based on their needs for the novel, the unusual and the intense (Donohew, Lorch, & Palmgreen, 1991). High sensation-seekers prefer messages which are high in message sensation value—messages whose content and formal features elicit strong sensory, affective, and arousal responses (Palmgreen et al., 1991). High sensation value messages are often dramatic, feature fast cuts and intense sound, and notably contain novelty and a lack of preachy messaging. Campaigns that have been based on sensation-seeking targeting have previously shown significant impacts on both marijuana use and condom use behaviors (Palmgreen, Donohew, Lorch, Hoyle, & Stephenson, 2001; Zimmerman, Palmgreen, et al., 2007). The present campaign effort used the sensation-seeking targeting campaign strategy by selecting and developing PSAs that were high in message sensation...
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