High And Low Sensation Seeking Teenagers On Smoking Advertising Cognitive Reaction And Its Implications For Mental Health Education

This study investigates the differences in physiological,cognitive,and emotional responses to existing emotional anti-tobacco advertisements(fear vs. Humor appeal)between high and low sensation seekers.A2(Sensation-Seeking Tendency:High and Low) X2(Advertisement Type:Fear and Humor)mixed-model experiment with repeated measured was conducted with32middle school students.The result, based on self reports and physiological response, showed:(1)during humor appeal messages, high sensation seekers showed greater heart-rate deceleration (greater attention)than low sensation seekers;(2)fear messages generated greater arousal by self-reports regardless of sensation-seeking tendency;(3)low sensation seekers showed greater negative emotion(by self-reported) during fear appeal PSAs than high sensation seekers;(4)High sensation seekers showed greater liking of these messages than did low sensation seekers;(5)Fear appeal messages were associated with greater perceived danger than humor appeal messages. The implications of the current study as well as suggestions for future study were discussed.