Degree Type

Thesis

Date of Award

2011

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Lulu Rodriguez

Abstract

This study evaluated the relationship between the personality trait sensation seeking and sexual risk taking behaviors. It aimed to determine whether high sensation seekers prefer poster presentations that differ in message sensation value (MSV). The goal was to inform the design and evaluation of sex education and teen pregnancy prevention campaigns. A random sample of 151 undergraduate students from a Midwestern university was surveyed to evaluate young people's sensation seeking tendencies and risky sexual behaviors. The respondents were exposed to two posters, one low in MSV and another high in MSV, to ascertain their preference. The findings suggest that sensation seeking does predict some risky sexual behaviors, but no relationship was found between sensation seeking and MSV. However, respondents expressed a preference for and demonstrated more elaborated message processing after exposure to the high MSV poster, indicating that future campaigns should consider using high MSV materials to target teenagers.

DOI

https://doi.org/10.31274/etd-180810-2372

Copyright Owner

Jeremy John Schweitzer

Language

en

Date Available

2012-04-06

File Format

application/pdf

File Size

60 pages

Included in

Communication Commons

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