Robert Hornik
Biographic Data
| ID | 3930527 |
|---|---|
| NAME | Robert Hornik |
| GIVEN NAMES | Robert |
| FAMILY NAME | Hornik |
| SIGNATURE | HORNIK R |
| AFFILIATIONS | Annenberg School for Communication, University of Pennsylvania |
| VERIFIED | No |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 67 |
| AUTHOR COUNT | 14 |
| EDITOR COUNT | 2 |
| FIRST PUBLICATION YEAR | 1980 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 5 |
Better health and less stress: An elicitation survey on quitting little cigars and cigarillos by young adults
This elicitation study identified beliefs that can begin to inform the development of media campaigns focused increasing LCC cessation among YAs to promote health equity. Further research will examine the relationship between identified LCC beliefs and quitting intentions. This study provides insights into the beliefs and motivations about quitting among YAs who use LCCs, especially Black YAs. The identification of salient behavioral, normative, …
Not All Norm Information is the Same: Effects of Normative Content in the Media on Young People’s Perceptions of E-Cigarette and Tobacco Use Norms
Norm information in media can predict individuals’ norm perceptions and, ultimately, their behavior. Little research has examined how descriptive norm information manifests in media and impacts beliefs in the real world. Previously, using automated content analysis, we measured and examined longitudinal trends in two types of descriptive norm information, individual use depictions and population norms, pertaining to tobacco and e-cigarette use ac…
Predictive Validity of an Empirical Approach for Selecting Promising Message Topics: A Randomized-Controlled Study
Several 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…
Measuring Exposure Opportunities: Using Exogenous Measures in Assessing Effects of Media Exposure on Smoking Outcomes
Measurement of exposure has long been one of the most central and fundamental issues in communication research. While self-reported measures remain dominant in the field, alternative approaches such as exogenous or hybrid measures have received increasing scholarly attention and been employed in various contexts for the estimation of media exposure; however, systematic scrutiny of such measures is thin. This study aims to address the gap by syste…
Effects of the National Youth Anti-Drug Media Campaign on Youths
Objectives. We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results. Methods. From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%–93% of still eligible…
Prediction and Change of Health Behavior: Applying the Reasoned Action Approach
Cancer Information Scanning and Seeking Behavior is Associated with Knowledge, Lifestyle Choices, and Screening
Previous research on cancer information focused on active seeking, neglecting information gathered through routine media use or conversation ("scanning"). It is hypothesized that both scanning and active seeking influence knowledge, prevention, and screening decisions. This study uses Health Information National Trends Survey (HINTS, 2003) data to describe cancer-related scanning and seeking behavior (SSB) and assess its relationship with knowled…
Personal Influence and the Effects of the National Youth Anti-Drug Media Campaign
Personal Influence (Katz and Lazarsfeld 1955/2006) put forward and tested a variety of hypotheses about how social contexts constrain media effects. Five such hypotheses are described: three about interactions of media exposure with social context (Stability, Conformity, and Instrumental) and two about two-step flow effects (Relay and Message Interpretation). Each is tested here with data from the evaluation of the National Youth Anti-Drug Media …
Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign
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. Contraril…
Public Health Communication: Evidence for Behavior Change
Theories and Evidence: Mass Media Effects and Fertility Change
We develop four major hypotheses for why mass media might affect fertility. These include economic and time use effects of the medium, effects of ideas on policy actions of members of the elite, general effects on population basic values and fertility—specific cognitions, and effects of deliberate mass media—based interventions on fertility—related behavior. The paper examines correlational and some longitudinal evidence at the cross—national, in…
Care seeking in Sri Lanka: One Possible Explanation for Low Childhood Mortality
Talking” computers: A reliable and private method to conduct interviews on sensitive topics with children
To obtain valid results, interviews on sex‐related topics not only require confidentiality but also privacy. However, the typical solutions to this problem, self‐administered questionnaires or telephone interviews, may not be appropriate for pre‐ and early adolescents who may require face‐to‐face (FTF) interviews. In this research, we tested the hypothesis that interviews delivered by talking computers would elicit more reports of sexual experien…
Evaluating the Program Effects of a Radio Drama about Aids in Zambia
This study describes an approach to the analysis of data that is designed to isolate program effects for evaluations and applies that approach to a program in Zambia designed to disseminate AIDS information. Evidence is considered that a radio drama broadcast for nine months had an impact on knowledge and behavior related to AIDS among Bemba speakers in northern Zambia. Using results from large sample surveys (1,600 men and women), conducted befo…
The Impact of the Healthcom Mass Media Campaign on Timely Initiation of Breastfeeding in Jordan
Initiation of breastfeeding within several hours after a child's birth increases the likelihood of exclusive breastfeeding and longer duration of breastfeeding. However, common beliefs among mothers and health-care providers and routine hospital practices can constrain timely breastfeeding initiation. This article examines the impact of a mass media breastfeeding campaign in Jordan within the context of other activities occurring during and after…
Communication us Complement in Development
Journal Article Communication us Complement in Development Get access Robert Hornik Robert Hornik Associate Professor 1Communication. Annenberg School of Communications at the University of Pennsylvania Search for other works by this author on: Oxford Academic Google Scholar Journal of Communication, Volume 30, Issue 2, June 1980, Pages 10–24, https://doi.org/10.1111/j.1460-2466.1980.tb01961.x Published: 07 February 2006
Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign
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. Contraril…
Talking” computers: A reliable and private method to conduct interviews on sensitive topics with children
To obtain valid results, interviews on sex‐related topics not only require confidentiality but also privacy. However, the typical solutions to this problem, self‐administered questionnaires or telephone interviews, may not be appropriate for pre‐ and early adolescents who may require face‐to‐face (FTF) interviews. In this research, we tested the hypothesis that interviews delivered by talking computers would elicit more reports of sexual experien…
Care seeking in Sri Lanka: One Possible Explanation for Low Childhood Mortality
Effects of the National Youth Anti-Drug Media Campaign on Youths
Objectives. We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results. Methods. From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%–93% of still eligible…
Evaluating the Program Effects of a Radio Drama about Aids in Zambia
This study describes an approach to the analysis of data that is designed to isolate program effects for evaluations and applies that approach to a program in Zambia designed to disseminate AIDS information. Evidence is considered that a radio drama broadcast for nine months had an impact on knowledge and behavior related to AIDS among Bemba speakers in northern Zambia. Using results from large sample surveys (1,600 men and women), conducted befo…
Personal Influence and the Effects of the National Youth Anti-Drug Media Campaign
Personal Influence (Katz and Lazarsfeld 1955/2006) put forward and tested a variety of hypotheses about how social contexts constrain media effects. Five such hypotheses are described: three about interactions of media exposure with social context (Stability, Conformity, and Instrumental) and two about two-step flow effects (Relay and Message Interpretation). Each is tested here with data from the evaluation of the National Youth Anti-Drug Media …
Measuring Exposure Opportunities: Using Exogenous Measures in Assessing Effects of Media Exposure on Smoking Outcomes
Measurement of exposure has long been one of the most central and fundamental issues in communication research. While self-reported measures remain dominant in the field, alternative approaches such as exogenous or hybrid measures have received increasing scholarly attention and been employed in various contexts for the estimation of media exposure; however, systematic scrutiny of such measures is thin. This study aims to address the gap by syste…
Theories and Evidence: Mass Media Effects and Fertility Change
We develop four major hypotheses for why mass media might affect fertility. These include economic and time use effects of the medium, effects of ideas on policy actions of members of the elite, general effects on population basic values and fertility—specific cognitions, and effects of deliberate mass media—based interventions on fertility—related behavior. The paper examines correlational and some longitudinal evidence at the cross—national, in…
The Impact of the Healthcom Mass Media Campaign on Timely Initiation of Breastfeeding in Jordan
Initiation of breastfeeding within several hours after a child's birth increases the likelihood of exclusive breastfeeding and longer duration of breastfeeding. However, common beliefs among mothers and health-care providers and routine hospital practices can constrain timely breastfeeding initiation. This article examines the impact of a mass media breastfeeding campaign in Jordan within the context of other activities occurring during and after…
Communication us Complement in Development
Journal Article Communication us Complement in Development Get access Robert Hornik Robert Hornik Associate Professor 1Communication. Annenberg School of Communications at the University of Pennsylvania Search for other works by this author on: Oxford Academic Google Scholar Journal of Communication, Volume 30, Issue 2, June 1980, Pages 10–24, https://doi.org/10.1111/j.1460-2466.1980.tb01961.x Published: 07 February 2006
The Impact of the Healthcom Mass Media Campaign on Timely Initiation of Breastfeeding in Jordan
Initiation of breastfeeding within several hours after a child's birth increases the likelihood of exclusive breastfeeding and longer duration of breastfeeding. However, common beliefs among mothers and health-care providers and routine hospital practices can constrain timely breastfeeding initiation. This article examines the impact of a mass media breastfeeding campaign in Jordan within the context of other activities occurring during and after…
Evaluating the Program Effects of a Radio Drama about Aids in Zambia
This study describes an approach to the analysis of data that is designed to isolate program effects for evaluations and applies that approach to a program in Zambia designed to disseminate AIDS information. Evidence is considered that a radio drama broadcast for nine months had an impact on knowledge and behavior related to AIDS among Bemba speakers in northern Zambia. Using results from large sample surveys (1,600 men and women), conducted befo…
Talking” computers: A reliable and private method to conduct interviews on sensitive topics with children
To obtain valid results, interviews on sex‐related topics not only require confidentiality but also privacy. However, the typical solutions to this problem, self‐administered questionnaires or telephone interviews, may not be appropriate for pre‐ and early adolescents who may require face‐to‐face (FTF) interviews. In this research, we tested the hypothesis that interviews delivered by talking computers would elicit more reports of sexual experien…
Theories and Evidence: Mass Media Effects and Fertility Change
We develop four major hypotheses for why mass media might affect fertility. These include economic and time use effects of the medium, effects of ideas on policy actions of members of the elite, general effects on population basic values and fertility—specific cognitions, and effects of deliberate mass media—based interventions on fertility—related behavior. The paper examines correlational and some longitudinal evidence at the cross—national, in…
Care seeking in Sri Lanka: One Possible Explanation for Low Childhood Mortality
Public Health Communication: Evidence for Behavior Change
Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign
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. Contraril…
Cancer Information Scanning and Seeking Behavior is Associated with Knowledge, Lifestyle Choices, and Screening
Previous research on cancer information focused on active seeking, neglecting information gathered through routine media use or conversation ("scanning"). It is hypothesized that both scanning and active seeking influence knowledge, prevention, and screening decisions. This study uses Health Information National Trends Survey (HINTS, 2003) data to describe cancer-related scanning and seeking behavior (SSB) and assess its relationship with knowled…
Personal Influence and the Effects of the National Youth Anti-Drug Media Campaign
Personal Influence (Katz and Lazarsfeld 1955/2006) put forward and tested a variety of hypotheses about how social contexts constrain media effects. Five such hypotheses are described: three about interactions of media exposure with social context (Stability, Conformity, and Instrumental) and two about two-step flow effects (Relay and Message Interpretation). Each is tested here with data from the evaluation of the National Youth Anti-Drug Media …
Prediction and Change of Health Behavior: Applying the Reasoned Action Approach
Effects of the National Youth Anti-Drug Media Campaign on Youths
Objectives. We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results. Methods. From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%–93% of still eligible…
Predictive Validity of an Empirical Approach for Selecting Promising Message Topics: A Randomized-Controlled Study
Several 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…
Measuring Exposure Opportunities: Using Exogenous Measures in Assessing Effects of Media Exposure on Smoking Outcomes
Measurement of exposure has long been one of the most central and fundamental issues in communication research. While self-reported measures remain dominant in the field, alternative approaches such as exogenous or hybrid measures have received increasing scholarly attention and been employed in various contexts for the estimation of media exposure; however, systematic scrutiny of such measures is thin. This study aims to address the gap by syste…
Not All Norm Information is the Same: Effects of Normative Content in the Media on Young People’s Perceptions of E-Cigarette and Tobacco Use Norms
Norm information in media can predict individuals’ norm perceptions and, ultimately, their behavior. Little research has examined how descriptive norm information manifests in media and impacts beliefs in the real world. Previously, using automated content analysis, we measured and examined longitudinal trends in two types of descriptive norm information, individual use depictions and population norms, pertaining to tobacco and e-cigarette use ac…
Better health and less stress: An elicitation survey on quitting little cigars and cigarillos by young adults
This elicitation study identified beliefs that can begin to inform the development of media campaigns focused increasing LCC cessation among YAs to promote health equity. Further research will examine the relationship between identified LCC beliefs and quitting intentions. This study provides insights into the beliefs and motivations about quitting among YAs who use LCCs, especially Black YAs. The identification of salient behavioral, normative, …
Psychology (10 works) · Medicine (8 works) · Computer Science (7 works) · Environmental health (6 works) · Population (6 works) · Political science (5 works) · Social Psychology (5 works) · Sociology (5 works) · Demography (4 works) · Nursing (4 works)