The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #60630

Darleen V. Schuster, MA, MPH, CHES, Made' R. Wenten, MS, MPH, Jennifer B. Unger, PhD, Tess Boley Cruz, PhD, MPH, Louise A. Rohrbach, PhD, MPH, and Thomas W. Valente, PhD. Keck School of Medicine, Department of Preventive Medicine, University of Southern California, 1000 South Fremont, Unit 8, Room 5129, Alhambra, CA 91803, 626-457-6677, dschuste@usc.edu

This paper presents results from a survey on the effects of a long-running media campaign sponsored by the California Tobacco Control Program. The survey assessed exposure to three television ads, two radio ads, and one billboard that were disseminated throughout California at the time of the survey. Data were collected in 1998 using a telephone survey conducted with 8,122 adults in randomly-selected households in 18 California counties. The interviews assessed opinions, attitudes and behaviors regarding tobacco use and tobacco control activities. This study explores the role of mass-mediated and interpersonal communication in the process of behavioral change. Analysis revealed that the ads stimulated activation of interpersonal communication about tobacco use and tobacco control behaviors. Whether or not respondents had discussed the ads with family, friends or co-workers was associated with positive attitudinal and behavioral outcomes among smokers and non-smokers. All smoking behaviors examined (i.e., quit attempts, called the California Smoker’s Helpline, exposure to environmental tobacco smoke at home and work, and asked someone not to smoke) were positively associated with discussion of ads. Finally, those who discussed the ads demonstrated more positive tobacco-related outcomes when compared with those who simply recognized the ads. These findings suggest that ads that stimulate interpersonal communication may accelerate the behavior change process. Future health communication campaigns should monitor interpersonal communication as an indicator of campaign effects.

Learning Objectives:

• Identify the types of ad characteristics that are most likely to stimulate interpersonal communication
• Describe the relationship between mass mediated and interpersonal communication in the behavior change process

Keywords: Communication Effects, Tobacco Control

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.