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Talking and Complying: The Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns

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Abstract:

This study explores the role of interpersonal discussion and social norms in public communication campaigns. Data from the end-line evaluation of a health campaign in India that aimed to encourage discussion and change social norms regarding condoms is considered. Specifically, this paper draws upon the integrative model of behavioral prediction (Fishbein & Cappella, 2006) and proposes the need to take into account the valence of interpersonal discussion with regard to communication campaigns. Using structural equation modeling, we theorize and examine the relationship between discussion valence, subjective and descriptive norms, and behavioral intentions. Results (sample of 950 men, between the ages of 15 and 49 years having sex with someone other than a spouse) provide support for the theory. The hypothesized model incorporating discussion valence, attitudes, self-efficacy, subjective and descriptive norms, and behavioral intentions is supported, with one slight change. Implications for theory and design of public communication campaigns are explored.

Most Common Document Word Stems:

norm (122), discuss (107), campaign (107), behavior (80), condom (68), social (68), model (67), communic (66), use (42), theori (39), intent (38), interperson (34), media (32), subject (31), respond (30), effect (29), 1 (28), descript (28), attitud (27), self (27), efficaci (27),
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p404213_index.html
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MLA Citation:

Frank, Lauren., Chatterjee, Joyee., Chaudhuri, Sonal., Lapsansky, Charlotte., Bhanot, Andy. and Murphy, Sheila. "Talking and Complying: The Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p404213_index.html>

APA Citation:

Frank, L. B., Chatterjee, J. S., Chaudhuri, S. , Lapsansky, C. , Bhanot, A. and Murphy, S. T. , 2010-06-22 "Talking and Complying: The Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <APPLICATION/PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p404213_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study explores the role of interpersonal discussion and social norms in public communication campaigns. Data from the end-line evaluation of a health campaign in India that aimed to encourage discussion and change social norms regarding condoms is considered. Specifically, this paper draws upon the integrative model of behavioral prediction (Fishbein & Cappella, 2006) and proposes the need to take into account the valence of interpersonal discussion with regard to communication campaigns. Using structural equation modeling, we theorize and examine the relationship between discussion valence, subjective and descriptive norms, and behavioral intentions. Results (sample of 950 men, between the ages of 15 and 49 years having sex with someone other than a spouse) provide support for the theory. The hypothesized model incorporating discussion valence, attitudes, self-efficacy, subjective and descriptive norms, and behavioral intentions is supported, with one slight change. Implications for theory and design of public communication campaigns are explored.


Similar Titles:
A Meta-Analysis Examining the Relationship Between Self and Response Efficacy of Condom Use and the Attitudes, Behavioral Intentions, and Condom-Use Behaviors

Condom Use Communication among Chinese Young Women: Test of a Behavioral Intervention Targeting Knowledge, Attitude, Risk Perception, Self-efficacy, and Intention

Integrating Models of Mass-Interpersonal Communication: Testing Moderation and Mediation Effects of Elaborative Processing and Interpersonal Discussion on Scientific Knowledge and Public Attitudes Toward Nanotechnology


 
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