An empirical assessment of the Above the Influence advertising campaign

This study evaluated the efficacy of Above the Influence (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall intercepts from geographically dispersed regions of the country. Theoretical impetus for the campaign combines elements of the theory of reasoned action (TRA), persuasion theory, and the health belief model. A series of structural equation models were tested with four randomly drawn cross-validation samples (N = 3,000). Findings suggest that awareness of ATI is associated with greater anti-drug beliefs, fewer drug use intentions, and less marijuana use. Congruent with the TRA, changes in beliefs and intentions are intermediate steps linking campaign awareness with behavior. This study provides further evidence of positive campaign effects and may strengthen reliance on mass media health persuasion campaigns as a useful adjunct to other programs targeting youth.     

A Microeconometric Test of Alternative Stochastic Theories of Risky Choice

The random preference, Fechner (or white noise), and constant error (or tremble) models of stochastic choice under risk are compared. Various combinations of these approaches are used with expected utility and rank-dependent theory. The resulting models are estimated in a random effects framework using experimental data from two samples of 46 subjects who each faced 90 pairwise choice problems. The best fitting model uses the random preference approach with a tremble mechanism, in conjunction with rank-dependent theory. As subjects gain experience, trembles become less frequent and there is less deviation from behaviour consistent with expected utility theory.     

Imprecise preferences and the WTP-WTA disparity

This article reports the results of a study designed to elicit willingness to pay (WTP) and willingness to accept (WTA) values for changes in the risk of nonfatal road injuries. We examine the possibility that individuals' preferences over combinations of wealth, risk, and safety are imprecise, and that this imprecision might result in the observed disparity between WTP and WTA measures of value. The results confirm that individuals' preferences for safety are significantly imprecise, but that this alone is insufficient to explain more than part of the disparity. Indeed, respondents' estimates of the minimum that they would be prepared to accept for a risk increase frequently exceed the maximum that they would be prepared to pay for an equivalent risk reduction.     

Public Perceptions of Risk and Preference-Based Values of Safety

This article reports the results of two studies aimed at estimating preference-based values of safety in three contexts—namely rail, domestic fires and fires in public places—relative to the corresponding value for roads using matching (or equivalence) questions. In addition, both studies included a variety of questions intended to shed light on respondents' perceptions of risk and attitudes to safety in the various contexts. While the two studies were, to all intents and purposes, identical in the procedure that they employed, the essential difference between them was that the first study took place in late 1998, whereas the second study was carried out in early 2000 in the aftermath of a major rail accident at Ladbroke Grove near London's Paddington station which occurred in October 1999 and in which 29 passengers and 2 train drivers died. In addition, the second study sample was deliberately weighted to contain an above-average proportion of regular rail users. These studies demonstrated how certain factors which have been shown to affect people's perception of risk (see Slovic, P. (1992). In S. Krimsky and D. Golding (eds.), Social Theories of Risk, Westport, CT: Praeger, pp. 117–152) also affected our respondents' priorities over safety programs. The results also showed however, that the impact of these perceptions upon the trade-offs between preventing deaths in different hazard contexts was a good deal less pronounced than has been suggested by the value differentials that are currently implicit—and in some cases, explicit—in public policy making.     

BEYOND MANIPU LATION:

Critical social histories of consumption often attribute the rise of consumer culture largely to the success of advertising and marketing while leaving unexplored a wide range of consumer education practices that aimed not to minimize but to maximize thoughtful consumer conduct. In this article I move beyond the manipulation hypothesis that I find embedded in these critical histories in order to investigate how one woman's consumer education practices contributed toward a discourse and subjectivity for the modem, urban, middle-class woman consumer. Lillian Gilbreth (1878–1972) developed her own psychology of work satisfaction as a scientific management consultant in the 1910s and applied this industrial psychology to women consumers in the late 1920s. Michel Foucault's image of "government" as "the conduct of conduct," along with newer lines of analysis developed by scholars interested in governmentality, provide useful tools for showing how Gilbreth attempted to make women into careful organizers of family consumption. Her story allows us to glimpse a whole dimension of governmental power that has been overshadowed by a preoccupation with manipulative power in many sociological and historical studies.
A penny saved is a penny earned.
                    Benjamin Franklin, Poor Richard's Almanack ¹
Through the various campaigns for Wise Spending, the woman consumer has come to know that while as an individual she may have a small budget, she belongs to a group which controls vast sums of money. She can use this power to help or to hinder.
                    Lillian Moller Gilbreth, "Know the Facts"     

ON THE USE OF X2 AS A TEST OF INDEPENDENCE IN CONTINGENCY TABLES WITH SMALL CELL EXPECTATIONS

When an r×c contingency table has many cells having very small expectations, the usual χ² approximation to the upper tail of the Pearson χ² goodness-of-fit statistic becomes very conservative. The alternatives considered in this paper are to use either a lognormal approximation, or to scale the usual χ² approximation. The study involves thousands of tables with various sample sizes, and with tables whose sizes range from 2×2 through 2×10×10. Subject to certain restrictions the new scaled χ² approximations are recommended for use with tables having an average cell expectation as small as 0·5.     

Empowerment revisited—social work,resistance and agency in black communities

The struggles of black communities in Britain are well established in modes of empowerment that shape and direct their social welfare activities. This legacy of empowerment continues to be expressed in social action orientated strategies found in many black community based groups and organisations. The introduction of anti-racist and multicultural approaches in the empowerment process has been useful in highlighting the ways in which black communities have been disempowered through social work policies and practice. However, the experiences, values and interpretations instituted by black communities themselves are often marginalised in the public realm. These considerations draw attention to the ways in which empowerment is largely defined by professionals and policy makers who have considerable influence in shaping and directing the life chances of black families and communities. These insights provide important ways to address marginalisation through publicly affirming and recognising the specific experiences, cultures, social realities and contributions of black com­munities. This paper examines concepts of empowerment in social work and maintains that the profession has ignored black communities’ interpretations, cultural antecedents, experiences and values as a source of new perspectives and ideas for practice. These new approaches can assist social workers and policymakers in responding to the changing needs of black communities.