Social Norms and Expectancy Violation Theories: Assessing the Effectiveness of Health Communication Campaigns

@inproceedings{Campo2004SocialNA,
  title={Social Norms and Expectancy Violation Theories: Assessing the Effectiveness of Health Communication Campaigns},
  author={Shelly Campo and Kenzie A. Cameron and Dominique Brossard and M. Somjen Frazer},
  year={2004}
}
College students' processing of alcohol, smoking, and exercise social norms messages, and related effects on judgments, attitudes toward one's own behaviors, and attitudes toward undergraduates' behaviors were examined using social norms marketing and Expectancy Violation Theory (EVT) (N=393). Receiving statistical social norms messages led to an expectancy violation of the perceived social norm (i.e., a discrepancy between the expected and actual statistic conveyed with a message). Consistent… CONTINUE READING

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