Examining how presumed media influence affects social norms and adolescents' attitudes and drinking behavior intentions in rural Thailand

• Main Authors: Poorisat, Thanomwong, Ho, Shirley S., Neo, Rachel L., Detenber, Benjamin H.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Audience research
• Online Access: https://hdl.handle.net/10356/104600; http://hdl.handle.net/10220/20219
• Institution: Nanyang Technological University

This study uses the influence of presumed media influence (IPMI) model as the theoretical framework to examine how perceived social norms (i.e., descriptive, subjective, and injunctive norms) will mediate the influence of pro- and anti-drinking media messages on adolescents’ intention to consume alc...