“Health Communication in Asia: A Norms-Based Approach To Health Behaviors Through Influence of Presumed Media Influence”

Department of Communication

State University of New York at Buffalo

Friday October 16, 2015

Associate Professor Shirley Ho

This talk will feature research that extends the influence of presumed media influence model (IPMI) in two health contexts – drinking behavior among adolescents in rural Thailand and healthy lifestyle behavior among the general public in Singapore. We 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, injunctive and personal norms) in the model. This talk will highlight the implications to theory and health communication campaign designs.