Examining how presumed media influence affects social norms and adolescents' attitudes and drinking behavior intentions in rural Thailand
Ho, Shirley S.
Neo, Rachel L.
Detenber, Benjamin H.
Date of Issue2014
Wee Kim Wee School of Communication and Information
This study uses the influence of presumed media influence (IPMI) model as the theoretical framework to examine how perceived social norms (i.e., descriptive, subjective, and injunctive norms) will mediate the influence of pro- and anti-drinking media messages on adolescents’ intention to consume alcohol in rural Thailand. Data collected from 1,028 high school students indicate that different mechanisms underlie drinking intentions between non-drinkers and those who have consumed alcohol or currently drink. Among non-drinkers, perceived peer attention to pro-drinking messages indirectly influenced adolescents’ pro-drinking attitudes and intentions to consume alcohol through all three types of perceived social norms. Among drinkers, perceived peer attention to both pro- and anti-drinking messages indirectly influenced adolescents’ pro-drinking attitudes and intentions to drink alcohol through perceived subjective norm. The findings provide support for the extended IPMI model and have practical implications for how anti-drinking campaigns targeted at teenagers in Thailand might be designed.
DRNTU::Social sciences::Communication::Audience research
Journal of health communication
© 2014 Taylor & Francis Group, LLC. This is the author created version of a work that has been peer reviewed and accepted for publication by Journal of Health Communication, Taylor & Francis Group, LLC. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1080/10810730.2013.811329].