RT Article
T1 Evaluation of a Social Norms Sexual Violence Prevention Marketing Campaign Targeted Toward College Men: Attitudes, Beliefs, and Behaviors Over 5 Years
JF Journal of interpersonal violence
VO 36
IS 7/8
A1 Mennicke, Annelise
A2 Kennedy, Stephanie C.
A2 Gromer, Jill
A2 Klem-O’Connor, Mara
LA English
YR 2021
UL https://krimdok.uni-tuebingen.de/Record/1751682277
AB The article evaluates the effectiveness of a 5-year social norms sexual violence prevention marketing campaign designed specifically for men on a large public university in the Southeastern United States. From 2010 through 2014, 4,158 men were asked about their self-reported attitudes, beliefs, and behavior related to sexual violence as well as their perception of their peers’ attitudes, beliefs, and behaviors. Using social norms theory, a social norms marketing campaign was developed to target highly discrepant attitudes, beliefs, and behaviors. Results indicate that both self-reported and perception of peer attitudes and beliefs improved over time, and the discrepancy between the two reduced over time. In addition, the frequency of positive and prosocial self-reported behavior increased on five of the six indicators. This study represents a significant contribution to the literature, as it uses 5 years of data and includes behavioral indicators to add evidence for the efficacy of targeting misperceptions of social norms as a mechanism to engage men in gender-based violence prevention.
K1 anything related to sexual assault
K1 Prevention
K1 Sexual Assault
DO 10.1177/0886260518780411