Hornik, Robert C
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Publication Identifying Potential Target Beliefs for a Smoking Prevention Mass Media Campaign: Final Findings and Recommendations for 18 – 25 year old never tobacco users(2013-11-01) Brennan, Emily; Gibson, Laura; Liu, Jiaying; Hornik, Robert CPublication Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign(2003-05-01) Hornik, Robert C.; Yanovitzky, ItzhakWe present a general theory about how campaigns can have effects and suggest that the evaluation of communication campaigns must be driven by a theory of effects. The National Youth Anti-Drug Media Campaign illustrates both the theory of campaign effects and implications that theory has for the evaluation design. Often models of effect assume that individual exposure affects cognitions that continue to affect behavior over a short term. Contrarily, effects may operate through social or institutional paths as well as through individual learning, require substantial levels of exposure achieved through multiple channels over time, take time to accumulate detectable change, and affect some members of the audience but not others. Responsive evaluations will choose appropriate units of analysis and comparison groups, data collection schedules sensitive to lagged effects, samples able to detect subgroup effects, and analytic strategies consistent with the theory of effects that guides the campaign.Publication Identifying Potential Target Beliefs for a Mass Media Campaign Aimed at Preventing Progression to Daily Tobacco Use: Final Findings and Recommendations for 18 – 25 Year Old Non-Daily Tobacco Users(2013-11-01) Brennan, Emily; Gibson, Laura; Liu, Jiaying; Hornik, RobertPublication Work Status, Television Exposure, and Educational Outcomes(1983) Messaris, Paul; Hornik, RobertPublication Identifying Potential Targets for a Mass Media Campaign to Reduce Youth and Young Adult Smoking Behavior(2012-06-01) Hornik, Robert C; Brennan, Emily; Momjian, Ani; Jeong, Michelle; Naugle, Danielle; Parvanta, SarahPublication Exposure: Theory and Evidence About All the Ways It Matters(2002-10-01) Hornik, Robert CMuch work on the public health communication component of social marketing focuses on message development. But there is good evidence that failure and success in public health communication is better predicted by variation in exposure to messages achieved than it is by variation in quality of messages. The inconsistent results about effects from some major projects (Stanford Heart Disease, Minnesota Heart Health, Pawtucket Heart Health, COMMIT) may reflect their lack of success in obtaining heavy exposure to their messages. Those results contrast with the successful results of a variety of other programs, particularly kitchen sink programs, which have been able to obtain higher levels of exposure and have some evidence of important effects.Publication Identifying Promising Campaign Themes to Prevent Youth Initiation of Electronic Cigarette Use(2016-12-01) Sangalang, Angeline; Volinsky, Allyson; Yang, Qinghua; Liu, Jiaying; Lee, Stella; Gibson, Laura A.; Hornik, RobertPublication Matching With Doses in an Observational Study of a Media Campaign Against Drug Abuse(2001-12-01) Zanutto, Elaine; Hornik, Robert C; Lu, Bo; Rosenbaum, Paul RMultivariate matching with doses of treatment differs from the treatment-control matching in three ways. First, pairs must not only balance covariates, but also must differ markedly in dose. Second, any two subjects may be paired, so that the matching is nonbipartite, and different algorithms are required. Finally, a propensity score with doses must be used in place of the conventional propensity score. We illustrate multivariate matching with doses using pilot data from a media campaign against drug abuse. The media campaign is intended to change attitudes and intentions related to illegal drugs, and the evaluation compares stated intentions among ostensibly comparable teens who reported markedly different exposures to the media campaign.Publication Online Supplementary Materials: Promising Themes for Antismoking Campaigns Targeting Youth and Young Adults(2017-01-01) Gibson, Laura; Brennan, Emily; Liu, Jiaying; Hornik, Robert C; Momjian-Kybert, AniPublication Identifying Potential Target Beliefs for a Youth-Focused Smoking Prevention Mass Media Campaign: Final Findings and Recommendations for 13 – 17 Year Old Non-Smokers(2013-04-01) Brennan, Emily; Gibson, Laura; Momjian, Ani; Hornik, Robert C