Do "Clicker" Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign?

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 te...

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Bibliographic Details
Published in:Journal of American college health 2010-11, Vol.59 (3), p.228-230
Main Authors: Killos, Lydia F., Hancock, Linda C., Wattenmaker McGann, Amanda, Keller, Adrienne E.
Format: Article
Language:English
Subjects:
alcohol
Alcohol Education
Alcohol use
Alcoholism - epidemiology
Alcoholism - prevention & control
American College Health Association
Audience Response
audience response technology
Behavior Standards
Binge drinking
Campaigns
Charitable foundations
Chi-Square Distribution
College campuses
College Students
Data Collection
Drinking
Education
Educational Measurement
Educational Status
Female
Handheld Devices
Health Education
Health Education - methods
Health Policy
Humans
Male
Marketing
Misconceptions
Patient Education as Topic
Peers
Program Development - methods
Program Effectiveness
Program Evaluation
Social Behavior
Social Marketing
Social norms
Student organizations
Technology
Technology Uses in Education
Young Adult
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Summary: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.
ISSN:0744-8481
1940-3208
DOI:10.1080/07448481.2010.497830