Using Social Norms Media Strategies to Affect Perceived Norms of High Risk Sexual Behavior in College Students

2.50
Hdl Handle:
http://hdl.handle.net/10755/308330
Category:
Abstract
Type:
Presentation
Title:
Using Social Norms Media Strategies to Affect Perceived Norms of High Risk Sexual Behavior in College Students
Author(s):
Key, Yasmine Kangles
Lead Author STTI Affiliation:
Zeta Alpha
Author Details:
Yasmine Kangles Key, DNP, APN, NP-C, kanglya@yahoo.com
Abstract:

Poster presented on: Saturday, November 16, 2013, Sunday, November 17, 2013

Social norms media campaigns have been successful at lowering actual high risk behaviors and traditionally have been used in alcohol, drug and tobacco campaigns. In order to lower the high risk behaviors the normative gap of the behavior must be closed between the perceived and actual norm. To determine the actual and perceived norms of high risk sexual behaviors, a thorough review of the literature was conducted and southeastern United States data were reviewed from the American College Health Association- National College Health Assessment.  Data were selected and contributed to print materials for a poster campaign on a public southeastern university’s campus. Four different poster designs were launched on campus. After six weeks, there was an electronic survey sent to all students to evaluate the campaign based on believability, retention of the messages, recall of the poster designs, and perceptions of high risk sexual behaviors. This data were then analyzed for results to see if the perceptions of peer high risk sexual behaviors have a narrower normative gap than the previously analyzed data. The participants who did not believe the message had a higher perceived norm for the number of sexual partners the typical student had in the past year (M=2.71) while those who believed the message had a significantly lower (t=7.116; p<.001) perceived norm (M=2.11). Those who recalled seeing the posters with the selected message had a significantly lower perceived number of partners (t=3.576; p<.001) (M=2.20) as compared to those students who say they did not see any of these posters (M=2.48). Additionally, students’ perceptions of perceived number of peer partners in the Spring 2008 southern regional ACHA-NCHA data were significantly different from the post-intervention data (t=28.408; p<.001). There were fewer number of perceived partners for the students’ post-intervention survey (M=2.39) than the 2008 southern regional data (M=3.52).
Keywords:
perceived norm; social norms theory; actual norm
Repository Posting Date:
19-Dec-2013
Date of Publication:
19-Dec-2013
Conference Date:
2013
Conference Name:
42nd Biennial Convention
Conference Host:
Sigma Theta Tau International, the Honor Society of Nursing
Conference Location:
Indianapolis, Indiana, USA
Description:
42nd Biennial Convention 2013 Theme: Give Back to Move Forward. Held at the JW Marriott
Note:
This is an abstract-only submission. If the author has submitted a full-text item based on this abstract, you may find it by browsing the Virginia Henderson Global Nursing e-Repository by author. If author contact information is available in this abstract, please feel free to contact him or her with your queries regarding this submission.

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_GB
dc.type.categoryAbstracten_GB
dc.typePresentationen_GB
dc.titleUsing Social Norms Media Strategies to Affect Perceived Norms of High Risk Sexual Behavior in College Studentsen_GB
dc.contributor.authorKey, Yasmine Kanglesen_GB
dc.contributor.departmentZeta Alphaen_GB
dc.author.detailsYasmine Kangles Key, DNP, APN, NP-C, kanglya@yahoo.comen_GB
dc.identifier.urihttp://hdl.handle.net/10755/308330-
dc.description.abstract<p>Poster presented on: Saturday, November 16, 2013, Sunday, November 17, 2013</p>Social norms media campaigns have been successful at lowering actual high risk behaviors and traditionally have been used in alcohol, drug and tobacco campaigns. In order to lower the high risk behaviors the normative gap of the behavior must be closed between the perceived and actual norm. To determine the actual and perceived norms of high risk sexual behaviors, a thorough review of the literature was conducted and southeastern United States data were reviewed from the American College Health Association- National College Health Assessment.  Data were selected and contributed to print materials for a poster campaign on a public southeastern university’s campus. Four different poster designs were launched on campus. After six weeks, there was an electronic survey sent to all students to evaluate the campaign based on believability, retention of the messages, recall of the poster designs, and perceptions of high risk sexual behaviors. This data were then analyzed for results to see if the perceptions of peer high risk sexual behaviors have a narrower normative gap than the previously analyzed data. The participants who did not believe the message had a higher perceived norm for the number of sexual partners the typical student had in the past year (M=2.71) while those who believed the message had a significantly lower (t=7.116; <i>p</i><.001) perceived norm (M=2.11). Those who recalled seeing the posters with the selected message had a significantly lower perceived number of partners (t=3.576; <i>p</i><.001) (M=2.20) as compared to those students who say they did not see any of these posters (M=2.48). Additionally, students’ perceptions of perceived number of peer partners in the Spring 2008 southern regional ACHA-NCHA data were significantly different from the post-intervention data (t=28.408; <i>p</i><.001). There were fewer number of perceived partners for the students’ post-intervention survey (M=2.39) than the 2008 southern regional data (M=3.52).en_GB
dc.subjectperceived normen_GB
dc.subjectsocial norms theoryen_GB
dc.subjectactual normen_GB
dc.date.available2013-12-19T17:29:55Z-
dc.date.issued2013-12-19-
dc.date.accessioned2013-12-19T17:29:55Z-
dc.conference.date2013en_GB
dc.conference.name42nd Biennial Conventionen_GB
dc.conference.hostSigma Theta Tau International, the Honor Society of Nursingen_GB
dc.conference.locationIndianapolis, Indiana, USAen_GB
dc.description42nd Biennial Convention 2013 Theme: Give Back to Move Forward. Held at the JW Marriotten_GB
dc.description.noteThis is an abstract-only submission. If the author has submitted a full-text item based on this abstract, you may find it by browsing the Virginia Henderson Global Nursing e-Repository by author. If author contact information is available in this abstract, please feel free to contact him or her with your queries regarding this submission.en_GB
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