Do “Clicker” Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign? |
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Authors: | Lydia F Killos PhD Linda C Hancock FNP PhD Amanda Wattenmaker McGann MPH Adrienne E Keller PhD |
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Institution: | 1. National Social Norms Institute, University of Virginia , Charlottesville , Virginia;2. Wellness Resource Center (“The Well”) , Virginia Commonwealth University , Richmond , Virginia |
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Abstract: | Abstract Objective: Social norms campaigns are a cost-effective way to reduce high-risk drinking on college campuses. This study compares effectiveness of a “standard” social norms media (SNM) campaign for those with and without exposure to additional educational sessions using audience response technology (“clickers”). Methods: American College Health Association's National College Health Assessment questions are used to evaluate actual and perceived use. Additional survey questions assess individual exposure to the interventions. Results: The authors find “clicker” technology to be more effective than social norms poster media alone in reducing misperceptions of normative alcohol use for those students who attended clicker sessions. Conclusion: Poster SNM campaigns may be most effective when supported by group “clicker” heath-related sessions. |
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Keywords: | alcohol audience response technology college students health education |
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