ABSTRACT
This chapter describes a program of research that has evolved over a 15-year period. It presents both media and classroom approaches and has resulted in successful interventions in both. A central assumption of the research is that in order for health messages to be seriously attended, they must be capable of attracting and holding attention long enough for persuasive content, which might involve more rational decisionmaking. The attention process is affected by individual differences in reactivity to intense and novel stimulation as described by the sensation-seeking trait. Although the research reported was headed by principal investigators in communication whose primary concern was in explanation of the human communication process, it includes researchers in a number of disciplines and subdisciplines. A crucial component of all prevention efforts is communication, and the development of a more advanced science of persuasive communication offers greater hope for success in altering behaviors and getting people to live healthy lives.
