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ONDCP ads work…

… if you’re trying to convince teens to smoke pot.
Via NORML (and thanks to everyone who let me know about it).

San Marcos, TX: Teenagers exposed to anti-marijuana public service announcements (PSAs) produced by the Office of National Drug Control Policy (ONDCP) are more likely to hold positive attitudes about the drug and are more likely to express their intent to use cannabis after viewing the advertisements, according to a study published in the May issue of the journal Addictive Behaviors.
Two hundred and twenty-six volunteers age 18- to 19-years old took part in the study. Participants viewed either a series of anti-marijuana PSAs accessed from the ONDCP website or a series of anti-tobacco advertisements. Investigators then surveyed viewers’ attitudes toward the two substances by using a five-point scale (e.g., good-bad) and computerized implicit association tests (IATs). Researchers also measured respondents’ intent to use either marijuana or tobacco via a 10-point scale (e.g., agree-disagree).
Investigators found that viewers expressed significantly fewer negative attitudes toward marijuana after viewing the ads. No such “boomerang effect” was noted among those who viewed anti-tobacco advertising.

Gee, do you think the drug czar will mention this study when he asks for more money next year?

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