Interpersonal Communication as an Indirect Pathway for the Effect of Antismoking Media Content on Smoking Cessation

Abstract

In the context of health campaigns, interpersonal communication can serve at least 2 functions: (a) to stimulate change through social interaction and (b) in a secondary diffusion process, to further disseminate message content. In a 3-wave prospective study of 1,079 smokers, the authors demonstrate that mass media messages (antismoking campaigns and news coverage relevant to smoking cessation) have an indirect effect on smoking cessation intention and behavior via interpersonal communication. Exposure to campaigns and news coverage prompts discussion about the campaigns, and, in turn, about smoking cessation. Interpersonal communication regarding smoking cessation then influences intention to quit smoking and attempts to quit smoking. The study finds evidence not only for the social interaction function of interpersonal communication, but also for the secondary diffusion function. A substantial number of smokers who are not directly exposed to the antismoking campaigns are nevertheless indirectly exposed via communication with people who have seen these campaigns. These results imply that encouragement of interpersonal communication can be an important campaign objective.

Sharing Health Information and Influencing Behavioral Intentions: The Role of Health Literacy, Information Overload, and the Internet in the Diffusion of Healthy Heart Information

“…Yet despite the knowledge that interpersonal conversations about health can increase campaign reach, we know very little about what specifically influences people to talk about and share health information (Southwell & Yzer, 2009). Prior research has established important links between perceived health knowledge, attitudes, and behavioral Downloaded by [Georgetown University] at 10:35 22 August 2015 intentions (Freberg, 2013;Pecchioni & Sparks, 2007;Valente, Paredes, & Poppe, 1998). We also know people are barraged by health information and are increasingly deemed responsible for their own health care decisions (Brashers, Goldsmith, & Hsieh, 2002;Navarro & Wilkins, 2001).…”

Commentary on Simset al. (2014) and Langleyet al. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

“…These levels of campaign intensity enable messages to be seen multiple times so they can be processed as intended and, thus, achieve population-wide influence. While research shows that part of the population-wide effect is generated by smokers quitting in direct response to such messages, another key effect is to increase community discussion [10] and to change broader social norms that reduce the social acceptability of smoking, leading to higher support for policy change and more social support and services to help smokers quit [11].Adding to this is Langley et al 's paper [5], which shows a decline in the demand for quitting information and assistance after the United Kingdom's anti-tobacco campaign funding was cut. This study underlines the importance of smokers being exposed to regular ongoing campaign activity to inform and remind them of the importance of quitting and to re-energize their desire to quit, so that they put quitting at the top of their priority list.…”

“…These levels of campaign intensity enable messages to be seen multiple times so they can be processed as intended and, thus, achieve population-wide influence. While research shows that part of the population-wide effect is generated by smokers quitting in direct response to such messages, another key effect is to increase community discussion [10] and to change broader social norms that reduce the social acceptability of smoking, leading to higher support for policy change and more social support and services to help smokers quit [11].…”

Predicting Attitude Toward Methamphetamine Use: The Role of Antidrug Campaign Exposure and Conversations About Meth in Montana

“…The majority of research indicates that interpersonal communication prompted by campaigns enhances knowledge, pro-attitudinal shifts, and positive behavior change (Chatterjee, Bhanot, Frank, Murphy, & Power, 2009;Dunlop, Wakefield, & Kashima, 2008;Southwell & Torres, 2006;van den Putte, Yzer, & Brunsting, 2005). Studies show that the mere presence of campaign-related conversation, regardless of its valence, shifts attitudes, intentions, and actual health behaviors toward a campaign's advocated position (Durkin & Wakefield, 2006;Valente & Saba, 1998;van den Putte, Yzer, Southwell, de Bruijn, & Willemsen, 2011). One study found that conversations prompted by a health campaign still led to positive health outcomes even when those engaging in the conversations had negative reactions to the campaign, suggesting that talk has a neutralizing effect on negative perceptions toward campaign content (Hafstad & Aarø, 1997).…”