An online survey (N=1, 251) of students enrolled at institutions of higher education in Southeast Ohio examined whether internal psychological states, such as attitudes, subjective norms, perceived behavioral control, and perceived risk mediated the relationship between individual media environments and the likelihood of engaging in health-adverse behaviors such as cigarette use and unprotected sun exposure. Linear and ordinal regression procedures were utilized to assess direct and indirect relationships among the variables. Although none of the media use variables were directly related to smoking intentions, both general and health media use were significant predictors of tanning intentions. However, Internet use was the only media channel unrelated to tanning intentions. All psychological states, except perceived susceptibility, were positively related to intentions to refrain from smoking as well as intentions to avoid unprotected sun exposure, as hypothesized. Contrary to prediction, respondents who were the highest consumers of media also had the least favorable attitudes toward engaging in health behaviors and efficacy to do so, they believed that their peer group supported smoking and unprotected sun exposure, and they also perceived smoking and unprotected tanning to be relatively benign behaviors. The exception to these findings was for Internet use, which increased individuals' health attitudes related to smoking as well as perceived susceptibility to, and severity of, skin cancer. Indirect effects revealed that general news use was associated with a greater perception of one's peers and important others engaging in sun protective behaviors, which in turn increased one's own intentions to engage in sun protection behaviors. A single case of suppression was also evident and showed that individuals' decreased perceptions of the severity of cancer enhanced the relationship between general newspaper use and sun protection intentions. An understanding of the nuances of how and why media impact decision making must be a primary goal of health communication researchers. Although the processes by which media influence individuals' behaviors remains somewhat ambiguous, it is our hope that this study will catalyze additional research that aims to elucidate these relationships.