Using Social Norms Marketing to Reduce Youth Alcohol Use

利用社会规范营销减少青少年饮酒

• 批准号: 6752954
• 负责人: LINDA M LANGFORD
• 金额: $ 13.35万
• 依托单位: EDUCATION DEVELOPMENT CENTER, INC.
• 依托单位国家: 美国
• 财政年份: 2002
• 资助国家: 美国
• 起止时间: 2002-06-01 至 2006-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6752954
• 关键词: adolescence (12-20); alcoholic beverage consumption; alcoholism /alcohol abuse education; alcoholism /alcohol abuse prevention; behavioral /social science research tag; clinical research; community; education evaluation /planning; human subject; interview; mass information media; method development; patient oriented research; peer group; perception; population survey; secondary schools; social behavior; technology /technique development

Education Development Center, Inc. (EC) proposes a three year-pilot feasibility study of a school- and community-based media campaign to correct misperceptions of high school student drinking norms. This type of prevention program-common known as a "social normal marketing" campaign"- has shown promise on several college campuses but has never been implemented and evaluated in a high school setting. The research described here is designed to examine the feasibility of this approach of the high school level and gather preliminary data regarding its effectiveness. The study will use a quasi-experimental design with one intervention community and one comparison community. Objectives for this pilot study include (1) to conduct extensive formative research and refine the intervention for this age group; (2) to examine community response to the intervention; (3) to develop process measures and document the implementation and cost of the intervention; (4) to identify appropriate outcome measures and their assessment; 5) to further refine the theory underlying the approach; (6) to assess realistic response rates, attrition response rates, attrition, and within-community variability on the outcomes of interest; (7) to obtain preliminary estimates of possible program effects. Data will be collected using annual student surveys and a range of qualitative methods. Outcomes of interest include student knowledge of accurate drinking norms, drinking behaviors, and alcohol related consequences. Focus groups and intercept interviews will be used for formative research to aid in developing the messages and to monitor community reaction to the campaign. Process data will be collected on an ongoing basis to document project activities and campaign implementation in the intervention community.

教育发展中心 (EC) 提议开展一项为期三年的试点可行性研究，旨在开展一项基于学校和社区的媒体宣传活动，以纠正对高中生饮酒规范的误解。这种类型的预防计划——通常被称为“社会正常营销”活动——已在几所大学校园中显示出希望，但从未在高中环境中实施和评估。这里描述的研究旨在检验这种方法的可行性该研究将使用一个干预社区和一个比较社区的准实验设计，并收集有关其有效性的初步数据。这项试点研究的目标包括（1）进行广泛的形成性研究并完善干预措施。对于这个年龄段；（2）检查社区对干预措施的反应；(3) 制定过程措施并记录干预措施的实施和成本；(4) 确定适当的结果措施及其评估；5) 进一步完善该方法的理论； ) 评估实际响应率、自然流失响应率、自然流失以及社区内对感兴趣结果的变异性； (7) 获得对可能的计划效果的初步估计。将使用年度学生调查和一系列定性方法收集数据。感兴趣的结果包括学生对准确饮酒规范、饮酒行为和酒精相关后果的了解。焦点小组和拦截访谈将用于形成性研究，以帮助制定信息并监测社区对活动的反应。将持续收集过程数据，以记录干预社区的项目活动和运动实施情况。