The perceived effects of drug messages on use patterns in adolescents.

Following a survey of over 5,000 students in north central Idaho and southeast Washington, an interviewing strategy was implemented with 223 adolescents randomly selected by their principals. The strategy was designed to learn: 1) which sources have utility and credibility with youth in providing drug information; 2) whether different message content and delivery style have differential effects upon that group; and 3) whether widely held perceptions voiced by parents and teachers about their ineffectiveness as information sources were accurate. Double-blind interviews, arranged to protect respondent anonymity, were conducted by trained interviewers from a research methods class. No interview was held when either an interviewer or respondent knew the other. Among the important findings of the study were that: 1) parents and teachers are trusted, credible sources of drug information; 2) doctors, nurses, law officers, and clergy are also credible but not visible to youth; 3) the evil media and celebrity fears of parents and teachers are largely ungrounded in adolescent perception; and 4) factual information from credible sources emphasizing the range of types of negative consequences associated with drug use can exert powerful effects upon adolescents' reported personal use of drugs.