Hornik, Robert
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Publication Some Complementary Ideas About Social Change(2002-01-01) Hornik, RobertPublication Automated Content Analysis to Quantify Valence, Themes, and Norms Mentioned in Tobacco and E-cigarette Coverage across Four Media Sources(2019-01-01) Gibson, Laura; Williams, Sharon; Siegel, Leeann; Lee, Chae; Volinsky, Allyson; Hornik, RobertPublication Predictive Validity of an Empirical Approach for Selecting Promising Message Topics: A Randomized-Controlled Study(2016-06-01) lee, stella juhyun; Brennan, Emily; Tan, Andy; Gibson, Laura Anne; Kybert-Momjian, Ani; Hornik, Robert; Liu, JiayingSeveral message topic selection approaches propose that messages based on beliefs pretested and found to be more strongly associated with intentions will be more effective in changing population intentions and behaviors when used in a campaign. This study aimed to validate the underlying causal assumption of these approaches which rely on cross-sectional belief–intention associations. We experimentally tested whether messages addressing promising themes as identified by the above criterion were more persuasive than messages addressing less promising themes. Contrary to expectations, all messages increased intentions. Interestingly, mediation analyses showed that while messages deemed promising affected intentions through changes in targeted promising beliefs, messages deemed less promising also achieved persuasion by influencing nontargeted promising beliefs. Implications for message topic selection are discussed.Publication Automated Content Analysis to Quantify Valence, Themes, and Norms Mentioned in Tobacco and E-cigarette Coverage across Two Social Media Sources (expanded version)(2019-01-01) Gibson, Laura; Williams, Sharon; Siegel, Leeann; Lee, Chae; Volinsky, Allyson; Hornik, RobertPublication Automated Content Analysis to Quantify Valence, Themes, and Norms Mentioned in Tobacco and E-cigarette Coverage across Two Social Media Sources(2019-01-01) Gibson, Laura; Williams, Sharon; Siegel, Leeann; Lee, Chae; Volinsky, Allyson; Hornik, RobertPublication Automated Content Analysis to Quantify Valence, Themes, and Norms Mentioned in Tobacco and E-cigarette Coverage across Four Media Sources (expanded version)(2019-01-01) Gibson, Laura; Williams, Sharon; Siegel, Leeann; Lee, Chae; Volinsky, Allyson; Hornik, RobertPublication Communication and Diet: An Overview of Experience and Principles(2007-01-01) Hornik, RobertAs nutrition officials face the need to address widespread chronic obesity and its associated diseases, many have turned to media campaigns as a strategy for reaching large audiences. In the past, such efforts have had mixed results. Examples of successful and unsuccessful major public health campaigns are presented, including a small number related to diet. One implication of the analysis of those cases is the importance of obtaining high levels of exposure to messages. Several strategies for maximizing exposure are elaborated, including the use of paid advertising, relying on donated time, and earning coverage through media advocacy.Publication Evaluating Cross-Sectional and Longitudinal Associations Between Anti-Smoking / Anti-Vaping Beliefs, Intentions, and Behavior in a 3-Year Rolling Nationally Representative Survey of U.S. Youth and Young Adults(2020-09-01) Jesch, Emma; Kikut, Ava; Hornik, Robert C.Publication Measuring Campaign Message Exposure and Public Communication Environment Exposure: Some Implications of the Distinction in the Context of Social Media(2016-01-01) Hornik, RobertThe comments in this article suggest that the measurement differences associated with the distinction between assessing exposure to specific campaign messages and assessing exposure to ideas in the public communication environment may become sharper in the context of social/digital media, compared to traditional media. The argument: using social media to deliver specific campaign messages to a large targeted audience is hard, and measurement of exposure will be more demanding than with conventional media sources. In contrast, when the goal is to capture exposure to information in the pubic communication environment, “big data” based content analyses of social media streams may be a valuable approach; still there is much more work to do to establish the validity of these approaches and their usefulness in accounting for behavior.Publication Recall of “The Real Cost” Anti-Smoking Campaign Is Specifically Associated With Endorsement of Campaign-Targeted Beliefs(2017-10-01) Kranzler, Elissa c; Gibson, Laura A; Hornik, RobertThough previous research suggests the FDA's “The Real Cost” anti-smoking campaign has reduced smoking initiation, the theorized pathway of effects (through targeted beliefs) has not been evaluated. This study assesses the relationship between recall of campaign television advertisements and ad-specific anti-smoking beliefs. Respondents in a nationally representative survey of nonsmoking youths age 13–17 (n = 4,831) reported exposure to four The Real Cost advertisements and a fake ad, smoking-relevant beliefs, and nonsmoking intentions. Analyses separately predicted each targeted belief from specific ad recall, adjusting for potential confounders and survey weights. Parallel analyses with non-targeted beliefs showed smaller effects, strengthening claims of campaign effects. Recall of four campaign ads (but not the fake ad) significantly predicted endorsement of the ad-targeted belief (Mean β = .13). Two-sided sign tests indicated stronger ad recall associations with the targeted belief relative to the non-targeted belief (p < .05). Logistic regression analyses indicated that respondents who endorsed campaign-targeted beliefs were more likely to have no intention to smoke (p < .01). This study is the first to demonstrate a relationship between recall of ads from The Real Cost campaign and the theorized pathway of effects (through targeted beliefs). These analyses also provide a methodological template for showing campaign effects despite limitations of available data.