Hornik, Robert C

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Now showing 1 - 10 of 19
  • 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, Ani
  • 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, Robert
  • Publication
    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, Itzhak
    We 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
    The Role of Distal Variables in Behavior Change: Effects of Adolescents' Risk for Marijuana Use on Intention to Use Marijuana
    (2004-01-01) Cappella, Joseph N; Fishbein, Martin; Yzer, Marco C; Hornik, Robert C; Sayeed, Sarah; Ahern, K. Kirkland
    This study uses an integrative model of behavioral prediction as an account of adolescents' intention to use marijuana regularly. Adolescents' risk for using marijuana regularly is examined to test the theoretical assumption that distal variables affect intention indirectly. Risk affects intention indirectly if low-risk and high-risk adolescents differ on the strength with which beliefs about marijuana are held, or if they differ on the relative importance of predictors of intention. A model test confirmed that the effect of risk on intention is primarily indirect. Adolescents at low and high risk particularly differed in beliefs concerning social costs and costs to self-esteem. Not surprisingly, at-risk adolescents took a far more positive stand toward using marijuana regularly than did low-risk adolescents. On a practical level, the integrative model proved to be an effective tool for predicting intention to use marijuana, identifying key variables for interventions, and discriminating between target populations in terms of determinants of marijuana use.
  • Publication
    Work Status, Television Exposure, and Educational Outcomes
    (1983) Messaris, Paul; Hornik, Robert
  • Publication
    Exploring Young People’s Beliefs About Menthol Cigarettes
    (2013-07-31) Brennan, Emily; Gibson, Laura; Momjian, Ani; Hornik, Robert C
  • Publication
    Communication as a Complement in Development
    (1980-06-01) Hornik, Robert C
    This article is a revised version of a paper produced as part of a review of Agency for International Development policy in communication undertaken by Stanford University's Institute for Communication Research for which Edwin Parker and the author were co-principal investigators. Others contributed heavily to earlier drafts of this paper and the background papers on which it was based (see 7, 8, 13, 14, 18). They include (in alphabetical order) Ronny Adhikarya, Eduardo Contreras-Budge, Dennis Foote, Douglas Goldschmidt, John Mayo, Emile McAnany, Jeanne Moulton, Jeremiah O'Sullivan, Edwin Parker, Everett Rogers, and Douglas Solomon. The "we" used in the text is neither royal nor editorial, but refers to some subset of the author and this list of contributors. The work was performed under contract ta-C-1472 with the Development Support Bureau (Office of Education and Human Resources) of USAID, and benefited from advice from Clifford Block, Anthony Meyer, and David Sprague of that office.
  • Publication
    The Best Laid Plans: Disappointments of the National Youth Anti-Drug Media Campaign
    (2009-01-26) Hornik, Robert; Jacobsohn, Lela
    As part of its war on drugs, the U.S. government spent nearly $1 billion between 1998 and 2004 for the National Youth Anti-Drug Media Campaign. The campaign had three goals: educating children and teenagers (ages 9 to18) on how to reject illegal drugs, preventing them from starting drug use, and convincing occasional users to stop. Analyzing the effects of this campaign is important not only for future funding decisions but also for more effective targeting of future efforts. This Issue Brief summarizes a Congressionally-mandated evaluation of the campaign’s effects on youths’ cognitions and behavior around marijuana use.