title: For Fit's Sake: A Norms-Based Approach to Healthy Behaviors Through Influence of Presumed Media Influence.
abstract: Based on the influence of presumed media influence (IPMI) model as the theoretical framework, this study examines how injunctive norms and personal norms mediate the influence of healthy lifestyle media messages on public intentions to engage in two types of healthy lifestyle behaviors-physical activity and healthy diet. Nationally representative data collected from 1,055 adults in Singapore demonstrate partial support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that perceived media influence on others indirectly shaped public intentions to engage in healthy lifestyle behaviors through personal norms and attitude, providing partial theoretical support for the extended IPMI model. Practical implications for health communicators in designing health campaigns media messages to motivate the public to engage in healthy lifestyle are discussed.
authors.affiliation: a Wee Kim Wee School of Communication and Information, Nanyang Technological University.
authors.forename: Shirley S
authors.initials: SS
authors.lastname: Ho
authors.affiliation: a Wee Kim Wee School of Communication and Information, Nanyang Technological University.
authors.forename: Edmund W J
authors.initials: EW
authors.lastname: Lee
authors.affiliation: b Land Transport Division , Ministry of Transport , Singapore.
authors.forename: Kaijie
authors.initials: K
authors.lastname: Ng
authors.affiliation: c National Population and Talent Division , Prime Minister's Office , Singapore.
authors.forename: Grace S H
authors.initials: GS
authors.lastname: Leong
authors.affiliation: d Europe Division , Ministry of Trade and Industry , Singapore.
authors.forename: Tiffany H M
authors.initials: TH
authors.lastname: Tham
mesh_terms: D000328:Adult; D000072001:Diet, Healthy / Q000523:psychology; D015444:Exercise / Q000523:psychology; D005260:Female; D015438:Health Behavior; D000070497:Healthy Lifestyle; D006801:Humans; D033182:Intention; D008297:Male; D008402:Mass Media; D008960:Models, Psychological; D009765:Obesity / Q000517:prevention & control; D012846:Singapore; D066262:Social Norms