Sensation seekers as a healthcare marketing metasegment.

This article discusses "sensation seekers" as a market segment for communication and prevention programs for various lifestyle and/or risk-related health problem areas such as alcohol abuse, drug abuse, suicide attempts, and sexually transmitted diseases. Although sensation seekers tend to be creative, artistic individuals, they are also prone to various negative health behaviors and many population-based prevention programs have over-looked these individuals as an important target. Various inputs to sensation-seeking causation are explored, including biological/chemical, psychological, and the impact of external characteristics. Using a combination for regulatory focus and risk homeostasis, propositions are provided for improving the effectiveness of the communications. Recommendations for prevention efforts focusing on reaching this subculture using television, along with other electronic media are proposed, including recommendations for message construction and presentation venues.