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Analyzing direct effects in a survey of 1,687 middle school students, we find that antismoking media messages have unexpected effects among both ever-smokers (experimenters and established smokers) and never-smokers. But analysis of indirect paths reveal significant effects in the intended direction. In addition, these effects are moderated by peer proximity. Respondents' perception that proximal peers, but not distal peers, are more influenced by such messages lead to a significant decrease in their favorable thoughts toward smoking and intention to smoke. 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