TY  - JOUR
PY  - 2018//
TI  - Evaluation of a social norms sexual violence prevention marketing campaign targeted toward college men: attitudes, beliefs, and behaviors over 5 years
JO  - Journal of interpersonal violence
A1  - Mennicke, Annelise
A1  - Kennedy, Stephanie C.
A1  - Gromer, Jill
A1  - Klem-O'Connor, Mara
SP  - 886260518780411
EP  - 886260518780411
VL  - ePub
IS  - ePub
N2  - 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. <br><br>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.<p />  <p>Language: en</p>
LA  - en
SN  - 0886-2605
UR  - http://dx.doi.org/10.1177/0886260518780411
ID  - ref1
ER  -