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Communication Research, Vol. 34, No. 4, 407-432 (2007)
DOI: 10.1177/0093650207302785
© 2007 SAGE Publications

How Peer Proximity Moderates Indirect Media Influence on Adolescent Smoking

Hye-Jin Paek

University of Georgia

Albert C. Gunther

University of Wisconsin-Madison

This study examines direct and indirect impacts of antismoking media messages on adolescents' smoking attitudes and intentions to smoke. Elaborating on the influence of presumed influence model, this study incorporates the moderating role of peer proximity (i.e., proximal versus distal peers). Analyzing direct effects in a survey of 1,687 middle school students, we find that antismoking media messages have unexpected effects among both ever-smokers (experimenters and established smokers) and never-smokers. But analysis of indirect paths reveal significant effects in the intended direction. In addition, these effects are moderated by peer proximity. Respondents' perception that proximal peers, but not distal peers, are more influenced by such messages lead to a significant decrease in their favorable thoughts toward smoking and intention to smoke. The data suggest that antismoking messages may only achieve their desired effect via the indirect influence path.

Key Words: influence of presumed influence • antismoking media campaigns • peer proximity • peer perception

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