Validating measurement of social norms for entertainment-education: a five-factor model.

Publication/Presentation Date

3-1-2025

Abstract

BACKGROUND: Though the measurement of social norms is important for evaluating entertainment-education interventions, there is a dearth of validity evidence for measuring tools to assess different social norm constructs.

METHODS: Identical survey items were used to assess family planning norms among married Zambian women in 2019 and 2022 following an entertainment-education radio program intervention. Confirmatory Factor Analysis was used for confirmation of the internal structure of several subscales used to measure social norms found in a previous study.

RESULTS: There were no statistically significant demographic differences between participant groups at T1 and T2. CFA supported a five-factor model at T2 comprising descriptive norms (4 items), outcome expectations (3 items), and 3 different constructs capturing injunctive norms (3 items each).

CONCLUSION: Results indicate good structural validity evidence for measuring social norms in entertainment-education using existing tools.

Volume

18

Issue

1

First Page

34

Last Page

38

ISSN

1753-8076

Disciplines

Business Administration, Management, and Operations | Health and Medical Administration | Management Sciences and Quantitative Methods

PubMedID

39431990

Department(s)

Administration and Leadership

Document Type

Article

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