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Analyzing Exposure and Attention Variables in Media Effects Research
Unformatted Document Text:  Exposure and Attention 8 testing service. Information that the students wrote in was hand entered. The primary purpose of this project was to explore mediating and moderating processes in the effect of cigarette advertisements on adolescent cigarette smoking. A full description of the methodology and the results of those substantive analyses are reported elsewhere (citation withheld for blind review). Measurement Exposure to cigarette advertising. The Simmons Teen Age Research Study (STARS; Simmons, 1994) was used to identify magazines for inclusion (see Table 1). In the STARS, 2,892 respondents between 12 and 19 years of age were asked about a variety of products including 47 magazines. Based on these data we identified 26 magazines that were in the top 20 magazines read by either males or females. To increase the diversity of the magazine list, 19 magazines were added including magazines geared toward Hispanic readers, health-related publications, current events publications, music magazines, and several magazines that are oriented toward adolescent and young adult readers. Participants could also write in the names of up to 3 magazines that they had read during the year that were not included on the survey. Approximately half of the participants wrote in the name of at least one additional magazine. However, only two magazines were mentioned by more than four participants. Playboy and Jump were both listed by seven participants. These data confirm that our list included all of the magazines with significant readership among our participants. The survey included two questions about each of the 46 magazines which measured how often and how thoroughly participants read the magazine. Specifically, participants were asked how many issues of each magazine they had read that year, with five response alternatives

Authors: Aloise-Young, Patricia. and Slater, Michael.
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Exposure and Attention
8

testing service. Information that the students wrote in was hand entered.
The primary purpose of this project was to explore mediating and moderating processes
in the effect of cigarette advertisements on adolescent cigarette smoking. A full description of
the methodology and the results of those substantive analyses are reported elsewhere (citation
withheld for blind review).
Measurement
Exposure to cigarette advertising. The Simmons Teen Age Research Study (STARS;
Simmons, 1994) was used to identify magazines for inclusion (see Table 1). In the STARS,
2,892 respondents between 12 and 19 years of age were asked about a variety of products
including 47 magazines. Based on these data we identified 26 magazines that were in the top 20
magazines read by either males or females. To increase the diversity of the magazine list, 19
magazines were added including magazines geared toward Hispanic readers, health-related
publications, current events publications, music magazines, and several magazines that are
oriented toward adolescent and young adult readers. Participants could also write in the names
of up to 3 magazines that they had read during the year that were not included on the survey.
Approximately half of the participants wrote in the name of at least one additional magazine.
However, only two magazines were mentioned by more than four participants. Playboy and
Jump were both listed by seven participants. These data confirm that our list included all of the
magazines with significant readership among our participants.
The survey included two questions about each of the 46 magazines which measured how
often and how thoroughly participants read the magazine. Specifically, participants were asked
how many issues of each magazine they had read that year, with five response alternatives


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