Do 'Clicker' Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign?
- Resource Type
- Journal Articles
Reports - Research
- Authors
- Killos, Lydia F.; Hancock, Linda C.; McGann, Amanda Wattenmaker
- Source
- Journal of American College Health. Nov 2010 59(3):228-230.
- Subject
- Social Behavior
Behavior Standards
Marketing
Health Education
Drinking
College Students
Misconceptions
Program Effectiveness
Audience Response
Handheld Devices
Technology Uses in Education
- Language
- English
- ISSN
- 0744-8481
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.