ERIC Number: EJ907173
Record Type: Journal
Publication Date: 2010-Nov
Abstractor: As Provided
Reference Count: 5
Do "Clicker" Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign?
Killos, Lydia F.; Hancock, Linda C.; McGann, Amanda Wattenmaker; Keller, Adrienne E.
Journal of American College Health, v59 n3 p228-230 Nov 2010
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.
Descriptors: Social Behavior, Behavior Standards, Marketing, Health Education, Drinking, College Students, Misconceptions, Program Effectiveness, Audience Response, Handheld Devices, Technology Uses in Education
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A