This document provides an overview and analysis of prescription stimulant misuse among college students. It discusses research objectives, segments of students, primary research findings, and strategy recommendations. Research found that while only 4% of students have a legal prescription, 34% have used stimulants at least once, with use increasing in senior year. Interviews revealed that students are stressed, tempted to use stimulants to study or focus, and unaware of side effects. The document recommends an awareness campaign to outline risks and discourage diversion and misuse by helping students outsmart potential side effects.
4. THE SITUATION
“The Study Drug”
• Only 4% of students have LEGAL
prescription
• 34% of students used at least once; use
increased 50% to 60% near senior year
5. SEGMENTS
Importance of Task
Decision Making Low-Priority High-Priority
Style
Intuitive The Rule Breaker The Know-It-All
Combination The Mind Wanderer The Chameleon
Rational The Independent The Overachiever
6. ONSITE INTERVIEWS
• 8 students and a mother
• Somewhat understand prescription
stimulant, especially Adderall
• Not fully aware of potential risks
• Mother aware of stimulant abuse on
college campus
7. SURVEYS
• 81% “Prescribed stimulant drug” 47% “Study-
aid”
• 70% know someone who takes Adderall
• 88% “To stay up and study or to focus
better”
• 60% take before tests and exams
8. IN DEPTH INTERVIEWS
1) Stressed, Desperate, & Tempted:
2) Helpful & good in moderation
3) Easy to get prescribed to and thus think it
isn’t dangerous
4) Feel safe because they are unaware of
side effects
5) Students learn about it from friends and
only hear the good things
6) Unaware of dosage
9. IN DEPTH INTERVIEWS
“One time I got it and it was an orange pill, another
time it was a blue-white capsule, and another time a
little pink pill. It was kind of questionable but I trusted
who I got it from, so I took it.”
death,
“I feel some risks, like are extreme so it
doesn’t concern me... why would a doctor prescribe
a medication so easily if it was really that
dangerous?”
10. KEY INSIGHTS
awareness of
• Lack of
negative effects
• Desperation &Curiosity
• Safe in moderation
• Don’t consider legal implications
• Worth it because of benefits
11. THE MIND WANDERER
-Female, 21 yrs old
-Rational/Intuitive Decision Making
12. OVERACHIEVER
“Adderall makes me focus on one task. It also
makes me feel slightly more egotistical. I feel
like I can study for longer and I will do better at
school and better at life as a result. “
1. To raise the awareness on the misuse of non- prescription stimulant medications as a growing problem on campus2. To clear up any existing misconceptions about non- prescription stimulant medications among students3. To discourage diversion and misuse of non-prescription stimulant medications among students
Explain Importance of Task and Decision making style and give brief description of each.
Broad knowledge of UT student’s awareness.
74 students 81% of respondents said that Adderall is “a prescribed stimulant drug” & of these individuals, 47% also claimed it “a study-aid” 70% of respondents know someone who takes Adderall88% of respondents use Adderall “to stay up and study or to focus better”60% respondents use Adderall take before tests and exams
This information lead us to target segments13 Respondents4 prescribed9 misused
-Multitasker“I am a big fan of last minute studying, a procrastinator” “As soon as I came to college.... my friend told me everything about it, so I tried a 50...now I usually take it just before major exams or if I have a lot of exams at once.”Communication Science and Disorders MajorMember of Communication CouncilIntern at Sound Brain Lab Outgoing & SocialToo much to do with too little timePriorities in order of personal importance
Overachiever“To study for an exam ... I will study 12 hours max over 3 or 4 days”