The health promoting function of mass media and reference groups: Motivating or reinforcing of behavior change

The study examines the efficacy of a mass media health campaign to motivate behavior change (cease smoking), when attraction to the message is carried out by factors other than the campaign's content, hazards are manifestly identified and the exposed individual faces a reference group in terms of their characteristics and relevant behavior. A study carried out among a representative sample of Israeli Jewish adults following a televised smoking abstinence group revealed that (a) high risk groups are less exposed to and have a lower level of recall of the message than median risk groups; (b) only among high risk groups the cessation or reduction of smoking is positively associated with the degree of exposure to the message but that (c) exposure to the appeal is predicted by ceasing smoking rather than that ceasing smoking is predicted by exposure. Inferentially data ascertain the limited value of mass media in motivating behavior change, even if being attractive and realistically illustrating efficacious feasible ways of coping. Data however revealed the possible efficacy of such appeals in reinforcing the health oriented behavior-change of high risk groups who decided to change their behavior (cease smoking) because of factors other than those presented. That could be, following evidence from previous studies, a consequence of a feeling of susceptibility. However, data of the present study show the difficulty of initiating mass media contact with high risk groups, considering their refraining from exposure to health promoting messages and to a display of behavior change among reference groups, which might arouse latent fears, even if 'camouflaged' by a popular T.V. program. Data allude to the possibility of a revised type of two step flow of influence where the uninvolved (non-smokers) may be motivated by the message to exert pressure on high risk individuals. That however requires further investigation.