Presumed Media Influence, Social Norms, and Adolescents’ Drinking Behavior: A Case of Rural Thailand

Abstract

This talk will highlight research that extends the influence of presumed media influence model (IPMI) in the health context of drinking behavior among adolescents in rural Thailand. The talk will examine the roles of social norms as a mediating variable between presumed media influence on others and behavioral intentions in the IPMI model, as well as explicate the multi-dimensional concept of social norms (descriptive, subjective, and injunctive norms) in the model. The implications for theory and health communication campaign designs will be discussed.