Jeong Michelle, Tan Andy S L, Brennan Emily, Gibson Laura, Hornik Robert C
a Annenberg School for Communication , University of Pennsylvania , Philadelphia , Pennsylvania , USA.
J Health Commun. 2015;20(10):1196-205. doi: 10.1080/10810730.2015.1018620. Epub 2015 Jul 6.
This study examined the role of interpersonal communication in the context of a mass media anti-smoking campaign. Specifically, it explored whether conversations about campaign ads and/or about quitting mediated campaign exposure effects on 2 quitting behaviors (sought help to quit and tried to quit smoking completely), as well as the relation between ad-related and quitting-related conversations. Data were collected before the campaign and monthly for 16 months during the campaign through cross-sectional telephone surveys among a sample of 3,277 adult Philadelphia smokers. Follow-up interviews were conducted among 877 participants 3 months after their first survey. Cross-sectional and longitudinal mediation models with bootstrap procedures assessed the indirect effects of campaign exposure on outcomes through conversations, and the indirect effects of conversations about ads on outcomes through conversations about quitting. In addition, lagged regression analyses tested the causal direction of associations between the variables of interest. The results partially support hypotheses that conversations about quitting mediate campaign effects on quitting-related behaviors and, in line with previous research, that conversations about the ads have indirect effects on quitting-related behaviors by triggering conversations about quitting. These findings demonstrate the importance of considering interpersonal communication as a route of campaign exposure effects when evaluating and designing future public health campaigns.
本研究考察了人际沟通在大众媒体反吸烟运动背景下的作用。具体而言，研究探讨了关于运动广告和/或戒烟的对话是否介导了运动曝光对两种戒烟行为（寻求戒烟帮助和试图完全戒烟）的影响，以及与广告相关的对话和与戒烟相关的对话之间的关系。在运动开始前收集数据，并在运动期间每月通过对3277名费城成年吸烟者样本进行横断面电话调查，持续16个月。在首次调查3个月后，对877名参与者进行了随访访谈。采用带有自抽样程序的横断面和纵向中介模型评估运动曝光通过对话对结果的间接影响，以及关于广告的对话通过关于戒烟的对话对结果的间接影响。此外，滞后回归分析检验了相关变量之间关联的因果方向。结果部分支持了以下假设：关于戒烟的对话介导了运动对戒烟相关行为的影响，并且与先前的研究一致，关于广告的对话通过引发关于戒烟的对话对戒烟相关行为产生间接影响。这些发现表明，在评估和设计未来的公共卫生运动时，将人际沟通视为运动曝光影响的一条途径非常重要。
