Hornik, Robert C
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Publication Identifying Potential Target Beliefs for a Mass Media Campaign Aimed at Preventing Progression to Daily Tobacco Use: Final Findings and Recommendations for 18 – 25 Year Old Non-Daily Tobacco Users(2013-11-01) Brennan, Emily; Gibson, Laura; Liu, Jiaying; Hornik, RobertPublication Identifying Potential Target Beliefs for a Smoking Prevention Mass Media Campaign: Final Findings and Recommendations for 18 – 25 year old never tobacco users(2013-11-01) Brennan, Emily; Gibson, Laura; Liu, Jiaying; Hornik, Robert CPublication Work Status, Television Exposure, and Educational Outcomes(1983) Messaris, Paul; Hornik, RobertPublication 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, AniPublication Identifying Potential Targets for a Mass Media Campaign to Reduce Youth and Young Adult Smoking Behavior(2012-06-01) Hornik, Robert C; Brennan, Emily; Momjian, Ani; Jeong, Michelle; Naugle, Danielle; Parvanta, SarahPublication Exposure: Theory and Evidence About All the Ways It Matters(2002-10-01) Hornik, Robert CMuch work on the public health communication component of social marketing focuses on message development. But there is good evidence that failure and success in public health communication is better predicted by variation in exposure to messages achieved than it is by variation in quality of messages. The inconsistent results about effects from some major projects (Stanford Heart Disease, Minnesota Heart Health, Pawtucket Heart Health, COMMIT) may reflect their lack of success in obtaining heavy exposure to their messages. Those results contrast with the successful results of a variety of other programs, particularly kitchen sink programs, which have been able to obtain higher levels of exposure and have some evidence of important effects.Publication Matching With Doses in an Observational Study of a Media Campaign Against Drug Abuse(2001-12-01) Zanutto, Elaine; Hornik, Robert C; Lu, Bo; Rosenbaum, Paul RMultivariate matching with doses of treatment differs from the treatment-control matching in three ways. First, pairs must not only balance covariates, but also must differ markedly in dose. Second, any two subjects may be paired, so that the matching is nonbipartite, and different algorithms are required. Finally, a propensity score with doses must be used in place of the conventional propensity score. We illustrate multivariate matching with doses using pilot data from a media campaign against drug abuse. The media campaign is intended to change attitudes and intentions related to illegal drugs, and the evaluation compares stated intentions among ostensibly comparable teens who reported markedly different exposures to the media campaign.Publication Mass Media Campaigns to Reduce Smoking Among Youth and Young Adults: Documenting Potential Campaign Targets and Reviewing the Evidence From Previous Campaigns(2012-06-01) Brennan, Emily; Momjian, Ani; Jeong, Michelle; Naugle, Danielle; Hornik, Robert C; Parvanta, SarahPublication Identifying Potential Target Beliefs for a Mass Media Campaign Aimed at Encouraging Smoking Cessation: Final Findings and Recommendations for 18 – 25 Year Old Current Cigarette Smokers(2013-11-01) Brennan, Emily; Gibson, Laura; Liu, Jiaying; Hornik, Robert CPublication Identifying Potential Target Beliefs for a Youth-Focused Smoking Prevention Mass Media Campaign: Final Findings and Recommendations for 13 – 17 Year Old Non-Smokers(2013-04-01) Brennan, Emily; Gibson, Laura; Momjian, Ani; Hornik, Robert C