Department of Communication and Journalism, University of New Mexico.
School of Journalism and Mass Communication, University of Wisconsin-Madison.
Health Commun. 2020 Dec;35(14):1800-1810. doi: 10.1080/10410236.2019.1663585. Epub 2019 Sep 9.
According to the influence of presumed influence (IPI) hypothesis, people's presumption of media effects tend to impact their willingness to engage in unhealthy behaviors (e.g., smoking) by shaping the normative perception of such behaviors. By applying the IPI hypothesis to media content for health promotion, this study explores how presumed media influence promotes health prevention behaviors in college students. Moreover, this study adopts three health behaviors to test the IPI processing mechanisms across different types of prevention behaviors (i.e., ambiguity and privacy). The results show that one's perceived influence of health promotion media content on others promotes one's own intentions to engage in healthy behaviors of safe sex, diet and nutrition, and skin cancer prevention. The findings also indicate that descriptive norms play various roles depending on the types of behavior. We discuss the IPI hypothesis as a persuasive strategy for health campaigns using mass media.
根据假设影响（IPI）假说，人们对媒体效果的假设往往会通过塑造对这些行为的规范认知，影响他们参与不健康行为（如吸烟）的意愿。本研究将 IPI 假说应用于健康促进的媒体内容，探讨了假设的媒体影响如何促进大学生的健康预防行为。此外，本研究采用三种健康行为来检验不同类型预防行为（即模糊性和隐私性）中的 IPI 加工机制。结果表明，个体对健康促进媒体内容对他人的感知影响会促进个体自身参与安全性行为、饮食营养和皮肤癌预防的健康行为的意图。研究结果还表明，描述性规范根据行为类型发挥着不同的作用。我们讨论了使用大众媒体进行健康运动的 IPI 假说作为一种有说服力的策略。
