For Fit’s Sake: A Norms-Based Approach to Healthy Behaviors Through Influence of Presumed Media Influence

Shirley S. Ho; Edmund W. J. Lee; Kaijie Ng; Grace S. H. Leong; Tiffany H. M. Tham

doi:10.1080/10410236.2015.1038772

For Fit’s Sake: A Norms-Based Approach to Healthy Behaviors Through Influence of Presumed Media Influence

Shirley S. Ho^*
, Edmund W. J. Lee
, Kaijie Ng
, Grace S. H. Leong
, Tiffany H. M. Tham

^*Corresponding author for this work

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

25 Citations (Scopus)

Abstract

Based on the influence of presumed media influence (IPMI) model as the theoretical framework, this study examines how injunctive norms and personal norms mediate the influence of healthy lifestyle media messages on public intentions to engage in two types of healthy lifestyle behaviors—physical activity and healthy diet. Nationally representative data collected from 1,055 adults in Singapore demonstrate partial support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that perceived media influence on others indirectly shaped public intentions to engage in healthy lifestyle behaviors through personal norms and attitude, providing partial theoretical support for the extended IPMI model. Practical implications for health communicators in designing health campaigns media messages to motivate the public to engage in healthy lifestyle are discussed. © 2016 Taylor & Francis.

Original language	English
Pages (from-to)	1072-1080
Journal	Health Communication
Volume	31
Issue number	9
DOIs	https://doi.org/10.1080/10410236.2015.1038772
Publication status	Published - 1 Sept 2016
Externally published	Yes

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Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to [email protected].

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title = "For Fit{\textquoteright}s Sake: A Norms-Based Approach to Healthy Behaviors Through Influence of Presumed Media Influence",

abstract = "Based on the influence of presumed media influence (IPMI) model as the theoretical framework, this study examines how injunctive norms and personal norms mediate the influence of healthy lifestyle media messages on public intentions to engage in two types of healthy lifestyle behaviors—physical activity and healthy diet. Nationally representative data collected from 1,055 adults in Singapore demonstrate partial support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that perceived media influence on others indirectly shaped public intentions to engage in healthy lifestyle behaviors through personal norms and attitude, providing partial theoretical support for the extended IPMI model. Practical implications for health communicators in designing health campaigns media messages to motivate the public to engage in healthy lifestyle are discussed. {\textcopyright} 2016 Taylor \& Francis.",

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AU - Ho, Shirley S.

AU - Lee, Edmund W. J.

AU - Ng, Kaijie

AU - Leong, Grace S. H.

AU - Tham, Tiffany H. M.

N1 - Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to [email protected].

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N2 - Based on the influence of presumed media influence (IPMI) model as the theoretical framework, this study examines how injunctive norms and personal norms mediate the influence of healthy lifestyle media messages on public intentions to engage in two types of healthy lifestyle behaviors—physical activity and healthy diet. Nationally representative data collected from 1,055 adults in Singapore demonstrate partial support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that perceived media influence on others indirectly shaped public intentions to engage in healthy lifestyle behaviors through personal norms and attitude, providing partial theoretical support for the extended IPMI model. Practical implications for health communicators in designing health campaigns media messages to motivate the public to engage in healthy lifestyle are discussed. © 2016 Taylor & Francis.

AB - Based on the influence of presumed media influence (IPMI) model as the theoretical framework, this study examines how injunctive norms and personal norms mediate the influence of healthy lifestyle media messages on public intentions to engage in two types of healthy lifestyle behaviors—physical activity and healthy diet. Nationally representative data collected from 1,055 adults in Singapore demonstrate partial support for the key hypotheses that make up the extended IPMI model, highlighting the importance of a norms-based approach in health communication. Our results indicate that perceived media influence on others indirectly shaped public intentions to engage in healthy lifestyle behaviors through personal norms and attitude, providing partial theoretical support for the extended IPMI model. Practical implications for health communicators in designing health campaigns media messages to motivate the public to engage in healthy lifestyle are discussed. © 2016 Taylor & Francis.

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M3 - RGC 21 - Publication in refereed journal

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SN - 1041-0236

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SP - 1072

EP - 1080

JO - Health Communication

JF - Health Communication

IS - 9

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For Fit’s Sake: A Norms-Based Approach to Healthy Behaviors Through Influence of Presumed Media Influence

Abstract

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