For fit’s sake : an explication of proximal and distal social norms, and personal norms on healthy lifestyle behaviors through the influence of presumed media influence.

Abstract

This study uses the influence of presumed media influence (IPMI) model as the theoretical framework to examine how social norms, incorporated with a social distance construct (i.e., proximal and distal injunctive norms), and personal norms, are associated with the influence of healthy lifestyle media messages on Singaporeans’ intentions to engage in healthy lifestyle behaviors. Data collected from 1,055 respondents demonstrate support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that personal norms and perceived proximal injunctive norms were significantly associated with individuals’ attention to healthy lifestyle media messages and healthy lifestyle behavioral intentions. However, there was no significant association between perceived distal injunctive norms and behavioral intentions. Our findings provide theoretical support for the extended IPMI model that incorporates social distance dimension within social norms, and the personal norms variable. Practical implications for health communicators in designing media messages were discussed.