We studied from which information channels individuals reported learning the most information about preventive health care, how those channels correlated with one another, and how well they were predicted by demographics and health orientations. A probability sample of 1,963 adults from 8 midwestern communities were interviewed from late 1994 to early 1995. Respondents reported learning different amounts of preventive health information from different channels, and a mix in levels of learning was found across channels. Television news and information rated unexpectedly high across the population studied. An exploratory factor analysis indicated a clear grouping or repertoire consisting of television channels, and for magazines and newspapers, but also a distinct personal media repertoire involving a mix of health professionals, family and friends, books, educational materials, and computers. Demographics did better at predicting learning from traditional print media, but personal health orientations were more effective predictors of personal media; television was less well predicted by either.
This study examines gratifications sought from telephones and variations in behavioral patterns of telephone use. Such research is increasingly important as telephones become a mixed mass-media, interpersonal communication channel. The results of a survey of Midwestern adults delineate social, entertainment, and instrumental dimensions of telephone use. Uses vary considerably across specific demographics.
This article examines a set of constructs underlying water conservation behavior in three distinct communities located in the California± Nevada T ruckee River W atershed. Using the theory of planned behavior as a theoretical base, we focus on the additional explanatory power of environmental values and information. T he analysis, based on 733 telephone interviews, indicates that signi® cant differences in these variables do not appear across the communities. An analysis of the full watershed shows that the theory of planned behavior does a good job of accounting for intention to conserve water. Environmental values and information effects demonstrate signi® cant but weak effects. Interpretation of the results suggests that conservation promoters should understand the power of audience information seeking and direct behavior change efforts at improving self-ef® cacy to conserve water.
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