@article{ref1, title="Evaluation of a social norms sexual violence prevention marketing campaign targeted toward college men: attitudes, beliefs, and behaviors over 5 years", journal="Journal of interpersonal violence", year="2018", author="Mennicke, Annelise and Kennedy, Stephanie C. and Gromer, Jill and Klem-O'Connor, Mara", volume="ePub", number="ePub", pages="886260518780411-886260518780411", abstract="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.

Language: en

", language="en", issn="0886-2605", doi="10.1177/0886260518780411", url="http://dx.doi.org/10.1177/0886260518780411" }