Search By: SubjectAbstractAuthorTitleFull-Text


Showing 1 through 1 of 1 records.
2010 - International Communication Association Pages: unavailable || Words: 6622 words || 
1. 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 Online <APPLICATION/PDF>. 2019-06-18 <>
Publication Type: Conference Paper/Unpublished Manuscript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.

©2019 All Academic, Inc.   |   All Academic Privacy Policy