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Communication Research, Vol. 31, No. 6, 669-703 (2004)
DOI: 10.1177/0093650204269388

Peer and Social Influence on Opinion Expression

Combining the Theories of Planned Behavior and the Spiral of Silence

Kurt Neuwirth

Department of Communication at the University of Cincinnati.

Edward Frederick

University of Wisconsin–Eau Claire.

This study uses the theory of planned behavior and spiral of silence to explore the role of peer and social influence on communicative acts related to drinking behavior. Consistent with the theory of planned behavior, results of the study suggest that a person’s own attitudes and sense of self-efficacy are important influences on willingness to communicate about drinking. Peer influence and, to a lesser extent, perceptions of majority attitudes were associated with willingness to voice an opinion. Only limited evidence of an association between media use and attention and beliefs about efficacy and majority opinion was found. Discussion centers on the possibility of incorporating concepts derived from the theory of planned behavior into the spiral of silence framework. Implications of these findings for future public service interventions also are discussed.

Key Words: spiral of silence • planned behavior • peer influence • social influence • social marketing • alcohol consumption


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