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		All Academic Inc.
		Association for Education in Journalism and Mass Communication

Document Type:	application/pdf
Page count:	31
Word count:	8578
Text sample:
An Individual Difference Approach to Understanding Communication Campaign Effects: Self-Monitoring Perceived Message Effectiveness and Perceived Media Influence Self-Monitoring and Campaign Effects 1 Past communication campaigns that were oriented toward the senders of messages lacked both the attention and the responses of target audiences (McGuire 1989; Salmon 1989). This history has taught campaign scholars the need for an audience-centered approach. Pursuing this endeavor scholars have examined the kinds of messages audiences perceive to be more effective (Maibach & Parrott 1995).
This hypothesis explains that peer influence operates at both proximal (e.g. close friends) and distal (e.g. peer groups) levels under different mechanisms (e.g. peer pressure vs. normative influence/diffusion) and that these levels have a differential impact on one’s own behavior. In fact in the adolescent smoking context with the theoretical framework of the influence of presumed influence model Paek and Gunther (forthcoming) found that adolescent attitudes toward smoking and intention to smoke was influenced by their perception that close