“Study Natural” without Drugs: An Exploratory Study of Theory-Guided and Tailored Health Campaign Interventions to Prevent Nonmedical Use of Prescription Stimulants in College Students

Zhaohui Su, Michael Mackert, Xiaoshan Li, Jiyoon (Karen) Han, Brittani Crook and Benjamin Wyeth
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Zhaohui Su: School of Nursing, University of Texas Health Science Center at San Antonio, San Antonio, TX 78229, USA
Michael Mackert: Stan Richards School of Advertising & Public Relations, Moody College of Communication, The University of Texas at Austin, Austin, TX 78702, USA
Xiaoshan Li: Program of Public Relations and Advertising, Beijing Normal University-Hong Kong Baptist University United International College, Zhuhai 519087, China
Jiyoon (Karen) Han: Department of Telecommunications, Ball State University, Muncie, IN 47306, USA
Brittani Crook: Center for Health Communication, The University of Texas at Austin, Austin, TX 78702, USA
Benjamin Wyeth: Brand Creative, The Richards Group, Inc., Dallas, TX 75204, USA

IJERPH, 2020, vol. 17, issue 12, 1-15

Abstract: Nonmedical use of prescription stimulants (NMUPS) among college students continues to rise. While some anti-NMUPS campaigns are available, little is known about the campaign development process and how well college students evaluate these messages. To bridge this gap, we developed theory-guided anti-NMUPS campaign interventions that are tailored to college students’ characteristics and evaluated students’ response towards them. A total of 445 college students (74.4% female; Mean age of 20; 18 to 35 years old) reviewed the campaign interventions and offered their evaluation via an online survey. Findings indicate that students responded to the campaigns positively. Results also indicate that female students are more likely to perceive the campaigns as effective than their male counterparts. Overall, the findings of this study suggest that theory-guided and tailored anti-NMUPS campaigns have great potential in changing students’ attitudes and behavior towards NMUPS. While this study fills critical gaps in the literature, considering the progress needed to strengthen the research field, more research is needed to further identify effective strategies that could prevent college students’ participation in NMUPS activities.

Keywords: campaign interventions; nonmedical use of prescription stimulants; NMUPS; theory-guided; tailored; college students; social norms; persuasive strategies (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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