Dissertation
The effectiveness of corrective masculinity gender norms to prevent alcohol-related consequences among fraternity members
Doctor of Philosophy (PhD), Washington State University
01/2018
Handle:
https://hdl.handle.net/2376/112208
Abstract
Objective: The purpose of this dissertation project was to test the effectiveness of gender- and descriptive-norms-based narrative messaging for three types of alcohol-related risks in a college fraternity member population. After normative alcohol-related beliefs and behaviors and masculinity gender norms were identified through an online survey, pretest-posttest experiments of social norms messaging with randomized assignment to control and treatment groups tested gender and descriptive norms-based narrative intervention materials among fraternity members. Results: General linear model analyses indicated that after controlling for pre-test norms, descriptive norm materials significantly reduced individuals’ perceptions of their peers’ self/community harm risk behaviors compared to control materials. Post-hoc analyses indicated that descriptive norms were more effective than gendered materials at reducing perceptions in the self/community harm risk domain. Gendered materials were not found to significantly reduce perceptions in any risk domain. Conclusions: The effectiveness of narrative-based norm-corrective materials to correct perceived alcohol-related risk peer norms depends on the risk behavior being targeted by a campaign. Masculinity ideology may be conceptualized uniquely in fraternity cultures. The perceived stigma of fraternity members being over-targeted by health campaign efforts may dampen the effectiveness of such efforts, and this perceived stigma should be assessed when developing campaigns.
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Details
- Title
- The effectiveness of corrective masculinity gender norms to prevent alcohol-related consequences among fraternity members
- Creators
- Jason Wheeler
- Contributors
- Stacey Hust (Advisor)Kathleen Rodgers (Committee Member)Jessica Willoughby (Committee Member)Bruce Pinkleton (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Human Development
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 193
- Identifiers
- 99900581421501842
- Language
- English
- Resource Type
- Dissertation