The 130th Annual Meeting of APHA

Abstract #42858

Shelly Campo, PhD¹, Kenzie A. Cameron, PhD², Dominique Brossard, PhD¹, and M. Somjen Frazer¹. (1) Communication Department, Cornell University, 309 Kennedy Hall, Ithaca, NY 14853, 607-255-2605, mlc45@cornell.edu, (2) Speech Communication, University of Georgia, 145 Terrell Hall, Athens, GA 30602-1725

Social norms campaigns designed to curb binge drinking on college campuses have received both widespread support and criticism in the fields of public health and health communication. This research used Expectancy Violation Theory (EVT) and social norms marketing, to examine college students' processing of social norms messages, and their effects on students' judgments, attitudes, and perceptions of behaviors regarding alcohol, smoking, and exercise. Attitudinal and behavioral messages that included a statistic were tested at two universities (N=393). Results indicate that there was considerable range in students' perception of "normative" attitudes and behaviors. Viewing social norms messages led to two types of expectancy violations: the violation of the perceived social norm and the violation of what the student would expect an expert would tell them. The violations led to a change in one's estimation of what the correct statistic for attitude and behavior was, which in turn led to attitude change. Mixed support was found for EVT. These data were consistent with Boster et al. (2000), who showed that the effect of statistical messages on attitudes is mediated by the judgment of the message. However, students responded differently to messages about smoking as opposed to alcohol and exercise. Expanding social norms campaigns to other topics may lead to differential effectiveness.

Learning Objectives:

At the conclusion of this session, participants will be able to (
• assess the use of statistics in health communication campaigns and (
• evaluate the effectiveness of social norms campaigns as applied to various health topics.

Keywords: Health Communications, Health Education Strategies

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: University of Georgia, Cornell University
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: employer