Peer and Social Influence on Opinion Expression Combining the Theories of Planned Behavior and the Spiral of Silence

This study uses the theory of planned behavior and spiral of silence to explore the role of peer and social influence on communicative acts related to drinking behavior. Consistent with the theory of planned behavior, results of the study suggest that a person’s own attitudes and sense of self-effic...

Full description

Saved in:
Bibliographic Details
Published inCommunication research Vol. 31; no. 6; pp. 669 - 703
Main Authors Neuwirth, Kurt, Frederick, Edward
Format Journal Article
LanguageEnglish
Published Thousand Oaks, CA Sage Publications 01.12.2004
SAGE PUBLICATIONS, INC
Subjects
Alcohol use
Attitudes
Behavior
Influence
Opinions
Peer relationships
Theory of planned behavior
peer influence
planned behavior
spiral of silence
alcohol consumption
social influence
social marketing
Online AccessGet full text

Cover

More Information
Summary:This study uses the theory of planned behavior and spiral of silence to explore the role of peer and social influence on communicative acts related to drinking behavior. Consistent with the theory of planned behavior, results of the study suggest that a person’s own attitudes and sense of self-efficacy are important influences on willingness to communicate about drinking. Peer influence and, to a lesser extent, perceptions of majority attitudes were associated with willingness to voice an opinion. Only limited evidence of an association between media use and attention and beliefs about efficacy and majority opinion was found. Discussion centers on the possibility of incorporating concepts derived from the theory of planned behavior into the spiral of silence framework. Implications of these findings for future public service interventions also are discussed.
ISSN:0093-6502
1552-3810
DOI:10.1177/0093650204269388