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Understanding and overcoming adolescents resistance to anti-marijuana ads

Award Number: R01DA032698
ORGANIZATION: NATIONAL INSTITUTE ON DRUG ABUSE
OPDIV: NIH
AWARD CLASS: DISCRETIONARY
AWARD ACTIVITY TYPE: SCIENTIFIC/HEALTH RESEARCH (INCLUDES SURVEYS)
PERIOD OF PERFORMANCE START DATE: 01/15/2013
PERIOD OF PERFORMANCE END DATE: 12/31/2017

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Understanding and overcoming adolescents resistance to anti-marijuana ads - DESCRIPTION (provided by applicant): Increasing numbers of adolescents approve of and use marijuana, and report that marijuana is relatively easy to obtain. Because marijuana use is associated with a host of negative consequences, many prevention campaigns have been implemented over the years, but most have been proven ineffective. We believe the failure of many campaigns is due to the common practice of assuming that the same message will successfully persuade a diverse audience of adolescents. This application seeks to prevent marijuana use by developing and testing a theory-based Tailored Interactive Media Intervention (TIMI) that avoids this common shortcoming. This intervention combines two theories that individually have been shown to have powerful effects on attitude change. In combination, they provide the means necessary to stem the accelerated tide of adolescent marijuana use that is evident in today's social statistics. The approach begins by either reinforcing anti-marijuana beliefs or weakening pro-marijuana beliefs. A second message, tailored to account for each participant's view of the normative nature of peer marijuana use, is then delivered. For pro-marijuana youth, this message attacks an attitude weakened by the first communication. Our approach is based on the resistance appraisals model (RAM), which specifies strategies to reduce resistance to persuasion, and the deviance regulation model (DRM), which guides the ways messages should be framed to account for differences in adolescents' perceptions of peer norms. Experiment 1 tests the utility of these theories separately in a marijuana prevention context. Experiment 2 tests the effects of combining the theories in developing a TIMI, and follows with a test of the effect of administering the TIMI repeatedly over the course of a school year. Outcomes include attitude toward marijuana, attitude certainty, intention to use marijuana, and actual usage. This approach overcomes resistance by reducing attitude certainty, and it creates maximally persuasive messages by accounting for and capitalizing on individually perceived peer norms, to which adolescents are exquisitely attuned. It outlines a feasible and cost- effective way of preventing adolescent marijuana use on a large scale by weakening and then directly targeting pro-drug attitudes in a manner that is widely applicable for all school-attending adolescents, a group in which marijuana use has risen significantly and dramatically over the past 4 years.


Issue Date FY	Funding FY	Legal Entity Name	Legal Entity Address	Legal Entity City	Legal Entity State	Legal Entity Zip Code	Legal Entity COUNTY	Legal Entity COUNTRY	Assistance Listing	Award Code	Budget Year	Action Date	Action Type	Action Amount

Issue Date FY: 2018 ( Subtotal = $0 )
2018	2016	CLAREMONT GRADUATE UNIVERSITY	150 E 10TH ST	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	000	4	4/11/2018	EXTENSION WITH OR WITHOUT FUNDS	$0
														Subtotal = $0

Issue Date FY: 2016 ( Subtotal = $310,576 )
2016	2016	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	001	4	3/16/2016	EXTENSION WITH OR WITHOUT FUNDS	$28,236
2016	2016	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	000	4	12/3/2015	EXTENSION WITH OR WITHOUT FUNDS	$282,340
														Subtotal = $310,576

Issue Date FY: 2015 ( Subtotal = $390,250 )
2015	2015	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	000	3	1/21/2015	NON-COMPETING CONTINUATION	$356,573
2015	2015	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	001	3	2/10/2015	NON-COMPETING CONTINUATION	$33,677
														Subtotal = $390,250

Issue Date FY: 2014 ( Subtotal = $503,443 )
2014	2014	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	000	2	12/17/2013	NON-COMPETING CONTINUATION	$453,098
2014	2014	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	001	2	2/27/2014	NON-COMPETING CONTINUATION	$50,345
														Subtotal = $503,443

Issue Date FY: 2013 ( Subtotal = $400,011 )
2013	2013	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	000	1	1/9/2013	NEW	$384,576
2013	2013	CLAREMONT GRADUATE UNIVERSITY	150 EAST 8TH STREET	CLAREMONT	CA	91711	LOS ANGELES	USA	Drug Use and Addiction Research Programs	001	1	6/20/2013	SUPPLEMENT FOR EXPANSION	$15,435
														Subtotal = $400,011

Grand Total All Awards = $1,604,280

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Understanding and overcoming adolescents resistance to anti-marijuana ads

Award Number: R01DA032698

ORGANIZATION: NATIONAL INSTITUTE ON DRUG ABUSE

OPDIV: NIH

AWARD CLASS: DISCRETIONARY

AWARD ACTIVITY TYPE: SCIENTIFIC/HEALTH RESEARCH (INCLUDES SURVEYS)

PERIOD OF PERFORMANCE START DATE: 01/15/2013

PERIOD OF PERFORMANCE END DATE: 12/31/2017

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