Abstract
ABSTRACT The Problem Behavior model (Jessor and Jessor 1977) provides a socialization framework for understanding the factors that influence adolescents when faced with choices involving risky behaviors such as pre-marital sex and drug or alcohol use. This paper examines a portion of that framework, in particular the role of influencers such as parents, peers, religion, and media on adolescents' sexual initiation. Data were collected from 197 adolescents ranging in age from 14 to 18. Parents and religion were found to be influential sources of values while peers were not. Media, as perceived by the subjects as a source of values, was also not a significant predictor of intentions. Implications for social marketing initiatives and marketing communication of educational programs, as well as theoretical development, are discussed.
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