Type of Document Dissertation Author Hong, Moonki URN etd-04142008-171212 Title An Analysis of National Youth Tobacco Surveys: Using Substantive Risk Predictors to Target Communication Campaigns Degree Doctor of Philosophy Department Communication, Department of Advisory Committee
Advisor Name Title Gary R. Heald Committee Chair Jay D. Rayburn Committee Member John K. Mayo Committee Member Michel D. Hartline Committee Member Keywords
- National Youth Tobacco Survey
- Master Settlement Agreement
- Risk Indicators
- Health Communication (Anti-Tobacco)
- Logistic Regression
- Longitudinal Analysis
- TwoStep Cluster Analysis
- Effect Size (Pearson's Contingency Coefficient)
- Public Relations (Communication) Campaigns
- Lifetime Smoking
- Current Smoking
Date of Defense 2008-03-19 Availability unrestricted AbstractHealth and communication researchers have studied tobacco related risks and behaviors, and associated variables for more than 20 years. Some of their studies have produced consistent findings, while others have produced findings that are inconsistent and complex. To address these problems, this study used a common set of comparable samples, a common set of variables, and a common set of measurement techniques that are found in the 1999, 2000, 2002, and 2004 National Youth Tobacco Surveys (NYTS). In this study, secondary analysis techniques were used to identify substantive predictors of youth susceptibility to smoking, lifetime smoking, and current smoking.
When considering the NYTS sample results for adolescents ages 11 to 18, there is clear evidence that youth susceptibility to smoking has not declined since the Master Settlement Agreement in 1998. By comparison, there is good evidence that lifetime smoking and current smoking have declined, though the effect size measures for these changes are minimal. The study results further point to the utility of measures documenting peer (best friends) smoking and receptivity to pro-tobacco promotions as predictors of adolescent susceptibility to smoking. Measures of favorable attitudes toward smoking/smokers are somewhat less consistent positive predictors of smoking susceptibility. The results further confirm that age, peer smoking, and receptivity to pro-tobacco promotions are substantive, positive predictors of lifetime smoking and current smoking.
A cluster analysis produced two adolescent audience segments reflecting tobacco-related risks. The first cluster represented household smoking and receptivity to pro-tobacco promotions risks and the second cluster represented peer smoking and favorable attitudes toward smoking/smokers risks. The cluster segmentation of adolescents was particularly useful in predicting lifetime and current smoking behaviors. The cluster segmentation results, however, indicate that additional variables are needed to explain and predict the sample observations.
This study concludes with a discussion of factors that possibly limit the empirical findings. Several theories are identified for inclusion in future research. Recommendations are also made to focus attention on identifying the anti-tobacco campaign components that have been successful following the MSA.
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