Saying NO to Drugs: Two Mind Sets & Messaging Direction

Abstract

We present a way to understand what messages may resonate with ordinary people regarding the negative effects of drugs. We identify six Questions or categories of statements, mix and match them, and present the combinations (vignettes) to ordinary respondents, over the web. The responses to the vignettes are deconstructed into the contribution of each individual element. We find clear differences by gender, age, and education, but NO patterns which lead to general knowledge. We divide the respondents by the pattern of their individual responses to the elements, which division reveals two equal size mind-sets. Mind-set 1 responds to scare tactics, facts. There is little in the way of convincing these respondents. Mind-set 2 responds to what it will to them, personally, at an emotional level. These respondents can be reached and convinced by the proper messaging.