title: Examining how presumed media influence affects social norms and adolescents' attitudes and drinking behavior intentions in rural Thailand.
abstract: This study uses the influence of presumed media influence model as the theoretical framework to examine how perceived social norms (i.e., descriptive, subjective, and injunctive norms) will mediate the influence of pro- and antidrinking media messages on adolescents' intention to consume alcohol in rural Thailand. Data collected from 1,028 high school students indicate that different mechanisms underlie drinking intentions between nondrinkers and those who have consumed alcohol or currently drink. Among nondrinkers, perceived peer attention to prodrinking messages indirectly influenced adolescents' prodrinking attitudes and intentions to consume alcohol through all three types of perceived social norms. Among drinkers, perceived peer attention to pro- and antidrinking messages indirectly influenced adolescents' prodrinking attitudes and intentions to drink alcohol through perceived subjective norm. The findings provide support for the extended influence of presumed media influence model and have practical implications for how antidrinking campaigns targeted at teenagers in Thailand might be designed.
authors.affiliation: a Wee Kim Wee School of Communication and Information , Nanyang Technological University , Singapore.
authors.forename: Shirley S
authors.initials: SS
authors.lastname: Ho
authors.forename: Thanomwong
authors.initials: T
authors.lastname: Poorisat
authors.forename: Rachel L
authors.initials: RL
authors.lastname: Neo
authors.forename: Benjamin H
authors.initials: BH
authors.lastname: Detenber
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000428:Alcohol Drinking / Q000517:prevention & control / Q000523:psychology*; D001294:Attitude to Health; D005260:Female; D006306:Health Surveys; D006801:Humans; D033182:Intention; D008297:Male; D008402:Mass Media; D008960:Models, Psychological; D012424:Rural Population; D012938:Social Perception; D013785:Thailand