How Adolescents' Perceived Media Influence on Peers Affects Smoking Decisions



Guided by the influence of presumed influence model, this study focuses on the direct and mediating roles of adolescent perceived media influence on peers—i.e., perceptions about how much peers are influenced by antismoking messages—in predicting adolescent smoking attitudes and behavior. Analysis of two-wave panel data indicates that adolescents' perceived media influence on peers at Time 2 directly influenced their smoking attitudes and behavior at Time 2 and appeared to serve as a causal bridge for the variable at Time 1. The exposure to antismoking campaigns seems to achieve the desired outcome indirectly through perceived media influence on peers.