Applications of a Theoretic Model of Information Exposure to Health Interventions

A theoretic model of attention to messages has been used to guide an extensive series of laboratory and field experiments involving the mass media and, more recently, classroom instruction and health interventions. 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 for 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 experimental studies, and in reaching at-risk audience segments in field studies through novel televised public service announcements placed in appropriate television programming.