Clinical Takeaway
Adolescent cannabis prevention efforts often fail because they use one-size-fits-all messaging that does not address the range of beliefs young people hold about cannabis use. This research tested a sequential approach that first identified students who responded negatively to a prevention message, then delivered targeted rebuttal feedback before presenting a third, personalized communication. The strategy was designed to overcome resistance and improve the effectiveness of prevention messaging in middle and high school students who had not yet used cannabis.
#27 A Rebuttal-Based Social Norms-Tailored Cannabis Intervention for At-Risk Adolescents.
Citation: Donaldson Candice D et al.. A Rebuttal-Based Social Norms-Tailored Cannabis Intervention for At-Risk Adolescents.. Prevention science : the official journal of the Society for Prevention Research. 2021. PMID: 33791930.
Design: 5 Journal: 0 N: 3 Recency: 0 Pop: 3 Human: 1 Risk: -2
- Preclinical only
Abstract: Many past cannabis prevention campaigns have proven largely ineffective due in part to the diversity of adolescents’ cannabis-relevant beliefs. The current studies evaluated the impact of a sequential multiple message approach tailored to the usage norms of adolescents expressing negative attitudes toward a cannabis prevention appeal. A multiple-message strategy was implemented-initial unfavorable message evaluations were invalidated using attitudinal rebuttal feedback prior to presenting a third tailored communication. Participants were cannabis-abstinent middle and high school students (ages 11 to 16). Study 1 (N = 808) compared effects of gain- and loss-framed messages tailored to each student’s normative usage perceptions. In Study 2 (N = 391), students were randomly assigned to receive a tailored or non-tailored message after receiving feedback meant to destabilize anti-message attitudes. For at-risk adolescents in Study 1 who perceived cannabis use as normative, a tailored gain-framed message resulted in the lowest usage intentions (p < .05). In Study 2, a conditional multiple-moderated mediation model showed that for high-risk teens with normative beliefs and pro-cannabis attitudes, exposure to a tailored gain-framed communication was associated with decreased cannabis attitude certainty, and lower usage intentions 2 months later (p < .05). Findings have implications for sequential messaging utilization in mass media campaigns and support the efficacy of tailored messages over a one-size-fits-all media approach. Further, results suggest that systematically weakening resistance to persuasive communications and tailoring messages consistent with individually perceived peer norms is an effective prevention strategy.
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