Differential Effects of Different Peers: Further Evidence of the Peer Proximity Thesis in Perceived Peer Influence on College Students' Smoking

This study tests the extent to which people's different conceptions of peers have differential effects on college students' smoking intention. These prominent peer perceptions (i.e., descriptive and injunctive norms, perceived positive and negative media influence on peers) are drawn from normative theories in social psychology and communication literature. Analysis of a cross-sectional survey among current nonsmokers (N = 519) suggests that injunctive norms and perceived influence of cigarette ads on peers seem to be significant predictors of college students' smoking intention. In addition, the roles of peer perceptions appear significant only for those who thought about "close peers,'' which supports the peer proximity hypothesis. Respondents' self-reported exposure to cigarette ads (but not antismoking campaigns) appears to have indirect effects on their smoking intention by forming perceptions that their peers are influenced by cigarette ads. Theoretical, methodological, and practical implications are further discussed.