Mass media, ideation, and behavior

A longitudinal analysis of contraceptive change in the Philippines

D. Lawrence Kincaid

Research output: Contribution to journalArticle

Abstract

To estimate the impact of a mass media campaign to promote contraceptive use, a national longitudinal sample survey was conducted in September 1995 and March 1996. Recall of at least one television spot was 82.3%. Modern contraceptive use increased 2.1 percentage points. The conditional change regression analysis revealed that prior contraceptive intention and behavior, current ideation, and prior ideation were the best predictors of contraceptive behavior. The best predictor of ideation was prior level of ideation and recall of campaign messages. Thus, the campaign had a significant indirect effect on intention and behavior through its effect on ideation. Ideation was operationalized by combining cognitive, emotional, and social factors from a predictive model of strategic communication and behavior change. No endogeneity (reciprocity) with contraceptive intention and use was found in the statistical models for either campaign recall or ideation, an indication that the ordinary regression was an appropriate method to estimate the path coefficients.

Original languageEnglish (US)
Pages (from-to)723-763
Number of pages41
JournalCommunication Research
Volume27
Issue number6
StatePublished - Dec 2000
Externally publishedYes

Fingerprint

Television
contraceptive
mass media
Regression analysis
Philippines
campaign
Communication
emotional factors
cognitive factors
predictive model
reciprocity
social factors
indication
television
regression analysis
Statistical Models
Longitudinal Analysis
Mass Media
regression
communication

ASJC Scopus subject areas

  • Communication

Cite this

Mass media, ideation, and behavior : A longitudinal analysis of contraceptive change in the Philippines. / Kincaid, D. Lawrence.

In: Communication Research, Vol. 27, No. 6, 12.2000, p. 723-763.

Research output: Contribution to journalArticle

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