JUDITH S. MAUSNER, M.D.; BERNARD MAUSNER, PH.D.
When the magnitude of the threat to health from smoking became clear a few years ago, efforts at control were conceived mainly in terms of mass approaches, such as educational campaigns and anti-smoking clinics. The limited success in control to date has made it imperative to find additional methods of discouraging smoking.
A decade ago Katz and Lazarsfeld (1) reported that personal influence from an individual with whom a subject had a direct relation was more effective than messages from mass media in changing voting behavior. This superiority of personal influence over impersonal communications has been confirmed in other contexts,
JUDITH S. MAUSNER, BERNARD MAUSNER. The Physician and the Control of Smoking. Ann Intern Med. 1968;68:1359–1362. doi: 10.7326/0003-4819-68-6-1359
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Published: Ann Intern Med. 1968;68(6):1359-1362.
Cardiology, Coronary Risk Factors, Smoking, Tobacco, Alcohol, and Other Substance Abuse.
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