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首页> 外文期刊>Journal of health communication >Do Sexual Assault Bystander Interventions Change Men's Intentions? Applying the Theory of Normative Social Behavior to Predicting Bystander Outcomes
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Do Sexual Assault Bystander Interventions Change Men's Intentions? Applying the Theory of Normative Social Behavior to Predicting Bystander Outcomes

机译：性侵犯旁观者的干预会改变男人的意图吗？运用规范的社会行为理论预测旁观者结果

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The high prevalence of sexual assault on college campuses has led to the implementation of health communication programs to prevent sexual assault. A few novel programs focus on primary prevention by targeting social norms related to gender and masculinity among men through bystander intervention. Guided by the theory of normative social behavior, this study sought to examine the relative effect of campaigns communicating positive versus negative injunctive norms and the interaction between exposure to such campaign messages and perceived descriptive norms and relevant cognitive moderators (e.g., outcome expectations, injunctive norms, group identity, ego involvement) among men. A 2 (high/low descriptive norms)x2 (high/low moderator)x3 (public service announcement) independent groups quasi-experimental design (N=332) was used. Results indicated that messages communicating positive injunctive norms were most effective among men who were least likely to engage in bystander intervention. Furthermore, descriptive norms played a significant role in behavioral intentions, such that those with stronger norms were more likely to report intentions to engage in bystander behaviors in the future. Similarly, the moderators of aspiration, injunctive norms, social approval, and ego involvement had a significant positive effect on behavioral intentions. These findings have important implications for future message design strategy and audience segmentation.
机译：大学校园中性侵犯的高发率导致实施了健康交流计划以防止性侵犯。一些新颖的计划着重于初级预防，通过旁观者干预，针对男性中与性别和男性气质有关的社会规范。在规范性社会行为理论的指导下，本研究试图检验传达积极和消极禁令规范的运动的相对效果，以及暴露于此类运动信息与感知描述性规范和相关认知调节剂（例如结果期望，禁令规范）之间的相互作用。 ，群体认同，自我参与）。使用2个（高/低描述性规范）x2（高/低主持人）x3（公共服务公告）独立的组准实验设计（N = 332）。结果表明，传达积极禁令规范的信息在最不可能进行旁观者干预的男性中最为有效。此外，描述性规范在行为意图中起着重要作用，因此，具有更强规范的人更有可能报告未来参与旁观者行为的意图。同样，志向，禁令规范，社会认同和自我参与的主持人对行为意图也有明显的积极影响。这些发现对未来的信息设计策略和受众细分具有重要意义。

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