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Media Use and Perceived Risk as Predictors of Marijuana Use

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Objectives: To assess the influence of media use and perceived risk on marijuana use outcomes. Methods: With survey data from 750 US young adults, structural equation modeling tested how attitudes, behaviors, and behavioral intention specific to marijuana use are influenced by perceived personal and societal risk of marijuana use, media campaign exposure, and news use. Results: Perceived societal risk had significant effects, though not as strong as perceived personal risk. Campaign exposure had favorable effects whereas those of news use were mixed. Conclusions: Perceived personal risk and perceived societal risk should be considered when designing preventive media campaigns.
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Keywords: MARIJUANA USE; MEDIA; PERCEIVED RISK; PREVENTION

Document Type: Research Article

Affiliations: 1: Associate Professor, Texas A&M University, College Station, TX;, Email: [email protected] 2: Assistant Professor, Texas A&M University, College Station, TX

Publication date: 2012-01-01

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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