The Mediating Role of Perceived Descriptive and Injunctive Norms in the Effects of Media Messages on Youth Smoking

This research advances and tests a normative mediation model of media effects on youth smoking. The model predicts that exposure to various types of smoking-related media messages, including anti-smoking ads, cigarette ads, and smoking scenes in movies and television shows, exerts indirect effects on youth smoking intentions through the mediation of perceived descriptive and injunctive norms. Analysis of the data from the 3rd Legacy Media Tracking Survey offers general support for the proposed model with some unexpected findings, revealing a complex picture of media influence on youth smoking via normative and non-normative mechanisms. Theoretical and practical implications of the findings are discussed.