Influence of Presumed Media Influence for Health Prevention: How Mass Media Indirectly Promote Health Prevention Behaviors through Descriptive Norms.
Health Commun
; 35(14): 1800-1810, 2020 12.
Article
em En
| MEDLINE
| ID: mdl-31496288
ABSTRACT
According to the influence of presumed influence (IPI) hypothesis, people's presumption of media effects tend to impact their willingness to engage in unhealthy behaviors (e.g., smoking) by shaping the normative perception of such behaviors. By applying the IPI hypothesis to media content for health promotion, this study explores how presumed media influence promotes health prevention behaviors in college students. Moreover, this study adopts three health behaviors to test the IPI processing mechanisms across different types of prevention behaviors (i.e., ambiguity and privacy). The results show that one's perceived influence of health promotion media content on others promotes one's own intentions to engage in healthy behaviors of safe sex, diet and nutrition, and skin cancer prevention. The findings also indicate that descriptive norms play various roles depending on the types of behavior. We discuss the IPI hypothesis as a persuasive strategy for health campaigns using mass media.
Texto completo:
1
Coleções:
01-internacional
Base de dados:
MEDLINE
Assunto principal:
Comportamentos Relacionados com a Saúde
/
Promoção da Saúde
Limite:
Humans
Idioma:
En
Revista:
Health Commun
Assunto da revista:
PESQUISA EM SERVICOS DE SAUDE
/
SERVICOS DE SAUDE
Ano de publicação:
2020
Tipo de documento:
Article