Predicting Attitude Toward Methamphetamine Use: The Role of Antidrug Campaign Exposure and Conversations About Meth in Montana

Abstract

This investigation utilized the integrative model of behavioral prediction to assess the Montana Meth Project (MMP) campaign by testing theoretical antecedents of attitude toward methamphetamine (meth) use. College students in Montana (N = 403) were surveyed about their exposure to MMP ads and communication about meth in conversation. Structural equation modeling showed that the data fit the specified model well. Significant parameters indicated that only beliefs about the negative relational outcomes of meth use, and not about personal well-being or physical appearance, were related to attitude. Attention, rather than encoded exposure, to MMP ads related to each belief about meth use. Conversation frequency related to engagement with MMP ads, and a conversational partner's conveyed attitude toward meth use related to personal and physical beliefs as well as attitudes. Theoretical and practical implications of the findings are discussed.

There is hope and help: Reach and reception of a methamphetamine education campaign in Los Angeles County, California

“…Awareness rates are similar to those reported by other meth education campaigns such as Ice Destroys Lives (69.0–78.0%) and the Montana Meth Project (88.0–89.0%) and exceed the Centers for Disease Control and Prevention’s benchmark of 75.0%. ( Douglass et al, 2017 , Stancombe Research + Planning, 2017 , Centers for Disease Control and Prevention, 2014 , Media, 2008 , Richards, 2014 ) Furthermore, in 2021 Meth Free LA County reached its audience efficiently with a per capita media spend of $0.17, compared to $25 for the Montana Meth Project in 2005 (equivalent to $35 in 2021). ( Siebel and Mange, 2009 ) Though audiences and media channels for the campaigns differed, high awareness of Meth Free LA County within its intended audiences may indicate that tailored efforts for high-risk populations can reach their audiences with accessible budgets.…”

Empowering Chinese College Students to Prevent Sexual Assault in Post-MeToo Era: An Empirical Study of the Bystander Intervention Approach

“…HBM is one of the widely used theoretical frameworks in addressing behavioral changes in health campaigns (A. S. Richards, 2014). HBM holds that before people engage in health risk reduction behaviors, people undergo a set of psychological appraisals, including perceived susceptibility and severity of negative health outcomes, perceived benefits of behavioral changes, barriers to actions, self-efficacy, and cues to actions (Champion & Skinner, 2008).…”