Contributions of interpersonal communication within a mass media environment: Exploring the role of social influence in a statewide tobacco control media campaign

Three studies examined the role of interpersonal communication within a mass media campaign designed to reduce tobacco use in the state of California. Three waves of data from multiple populations were derived from the Independent Evaluation of the California Tobacco Control. Study One: Youth Experience with Tobacco Control Messages---The Role of Emotional Engagement and Interpersonal Communication in Counteradvertising relates affective reactions due to media content and the extent of media-generated interpersonal communication to self reported behavior change among youth. Study Two: Let's Talk---The Relationship between Mass Media Generated Interpersonal Communication and Smoking Attitudes and Behaviors examines associations between interpersonal communication and tobacco control attitudes and behaviors. Study Three: Intermedia Processes in the Adoption of Tobacco Control Activities among Opinion Leaders employs a staged innovation-decision process to investigate the role of interpersonal communication in the advocacy of tobacco control policy and behaviors.;Study results support the contention that interpersonal communication is associated with attitude and behavior change. Youth were more likely to think about not smoking and ask someone not to smoke when reporting emotional reactions to ads (study 1). Further, the combined effect of behavior change given emotional reactions to and discussion of ads was evident among nonsmokers with best friends who smoke. Adults who discussed ads displayed more negative attitudes toward the tobacco industry, ETS and tobacco advertising versus those who only recognized the ads (study 2). Incidences of quit attempts and asking someone not to smoke were more likely with ad discussion. Significant associations of mass and interpersonal communication were found with each stage of the innovation-decision process (study 3). Both recognition and discussion of campaign ads increased as the stages progressed; a stronger association of interpersonal communication was evident in the later stages of adoption.;Findings suggest implications to campaign design and evaluation. To increase the probability of favorable outcomes, messages should be designed with the intent of evoking emotions and stimulating discussion. Measures of affective responses and interpersonal communication, particularly the nature of discussion including the frequency, content, and with whom conversations take place, should be included in future evaluations of media campaigns.