William DeJong

Measuring Sexual Relationship Power in HIV/STD Research

This article introduces a theoretically based and validated measure of relationship power dynamics: the Sexual Relationship Power Scale (SRPS). Focus groups were conducted to generate items for Spanish- and English-language scales. The SRPS was administered to a census of women (N = 388) at a community health clinic. All respondents had a primary male partner; they were mostly Latina (89%), with mean age 27 years. The 23-item SRPS possesses good internal reliability (coefficient alpha = .84 for English version, .88 for Spanish version) and predictive and construct validity. Factor analyses support two subscales: Relationship Control and Decision-Making Dominance. As hypothesized, the SRPS was inversely associated with physical violence and directly associated with education and consistent condom use (p < .05).

A Content Analysis of Direct-to-Consumer Television Prescription Drug Advertisements

This article reports the results of a content analysis of 23 direct-to-consumer (DTC) product-specific television prescription drug advertisements broadcast during 2001. A majority of ads used both medical and lay terms to convey medical ideas. Most gave consumers somewhat more time to absorb facts about benefits than those about risks, which could have implications for the “fair balance” requirement. Complete references to additional product information were given only in text, casting doubt on whether these ads are making “adequate provision” for dissemination of detailed product information. Overall, our results call into question the potential of these ads to educate consumers.

A review of national television PSA campaigns for preventing alcohol-impaired driving, 1987-1992

We present a content analysis of 137 public service announcements (PSAs) focused on alcohol-impaired driving that aired nationally on U.S. television between 1987 and 1992. Our findings include the following: 1) Most PSAs were intended to reach an undifferentiated general audience, not necessarily those who are at greatest risk for driving after drinking. 2) Most PSAs were designed to create awareness of the problem of alcohol-impaired driving or to promote individual behavior change. 3) More PSAs were developed on the use of designated drivers than on any other subject. 4) About two-thirds of the PSAs included one or more celebrities who speak directly to the audience. Past media campaigns have tended to ignore the fact that peoples behavior is profoundly shaped by their environment, which in turn is shaped by public policy. We recommend that future mass media campaigns against alcohol-impaired driving focus on building support for changes in institutional structures, public policy or law that will motivate, support, and sustain the efforts of individuals to alter their behavior. Television PSAs can play an important but somewhat limited role in support of this effort. Greater emphasis will need to be given instead to media advocacy strategies, including paid radio advertising. We further recommend that the principal organizations concerned about alcohol-impaired driving share their plans and develop a common communications strategy that will advance the public policy agenda proposed by the Surgeon Generals Workshop on Drunk Driving.

A multisite randomized trial of social norms marketing campaigns to reduce college student drinking: A replication failure.

ABSTRACT A 14-site randomized trial tested the effectiveness of social norms marketing (SNM) campaigns, which present accurate student survey data in order to correct misperceptions of subjective drinking norms and thereby drive down alcohol use. Cross-sectional student surveys were conducted by mail at baseline and at posttest 3 years later. Hierarchical linear modeling was applied to examine multiple drinking outcomes, taking into account the nonindependence of students grouped in the same college. Controlling for other predictors, having a SNM campaign was not significantly associated with lower perceptions of student drinking levels or lower self-reported alcohol consumption. This study failed to replicate a previous multisite randomized trial of SNM campaigns, which showed that students attending institutions with a SNM campaign had a lower relative risk of alcohol consumption than students attending control group institutions (W. DeJong et al. J Stud Alcohol. 2006;67:868–879). Additional research is needed to explore whether SNM campaigns are less effective in campus communities with relatively high alcohol retail outlet density.

Recent Sexually Transmitted Disease Prevention Efforts and Their Implications for AIDS Health Education

In the absence of a cure or vaccine for acquired immune deficiency syndrome (AIDS) educational and social marketing efforts to reduce the transmission of Human T-lymphotropic type III/lymphadenopathy-associated virus (HTLV-III/LAV) are cur rently our best hope for controlling the disease. Since 1983, the Centers for Disease Control (CDC) has funded a series of research studies to determine whether education efforts can successfully motivate the adoption of key behaviors relevant to the control of a variety of sexually transmitted diseases (STDs). Analysis of the first two studies which are now completed, and preliminary data from a third study, have documented dramatic changes in behavior, knowledge, and attitudes among clients in inner-city public health clinics. The authors describe the principles and underlying assumptions that have guided the design of their STD initiatives, drawing special attention to the implications for AIDS health education efforts.

A Short-Term Evaluation of Project Dare (Drug Abuse Resistance Education): Preliminary Indications of Effectiveness:

This short-term evaluation was designed to assess the impact of Project DARE (Drug Abuse Resistance Education), a joint project of the Los Angeles Police Department and the Los Angeles Unified School District, on the knowledge, attitudes, and self-reported behavior of seventh-grade children who received the full-semester DARE curriculum during sixth grade. Compared to a control group, students who had DARE training reported significantly lower use of alcohol, cigarettes, and other drugs since graduating from sixth grade. These findings were especially strong for boys. In response to questions for which students were to imagine friends pressuring them to use alcohol or drugs, DARE students refused the imagined offers more frequently and more often used refusal strategies that removed them from the immediate temptation.

Relapse Prevention: An Emerging Technology for Promoting Long-Term Drug Abstinence

This article reviews relapse prevention strategies that can be applied after primary drug treatment. To sustain their own recovery, ex-addicts must learn a program of self-management to cope with drug cravings and social pressures to use drugs, become integrated into a new social network, learn to find pleasure in drug-free activities, and find new ways of responding to emotional stress and physical pain. While additional research is needed to identify the very best methods, there is now sufficient evaluation data to argue that practitioners should incorporate this approach as an integral part of their treatment services.

EVALUATION OF A SOCIAL NORMS MARKETING CAMPAIGN TO REDUCE HIGH-RISK DRINKING AT THE UNIVERSITY OF MISSISSIPPI*

A social marketing campaign to change perceptions of peer drinking norms was conducted by the National Golden Key Honor Society at the University of Mississippi during the 1995–1996 school year. To assess the campaigns impact on perceptions of student drinking norms and alcohol consumption, Golden Keys national office administered a survey three times during the school year to all students enrolled in a random sample of required freshmen English courses. Regression analyses suggest that exposure to the marketing campaign may be associated with lower (and more accurate) estimates of student drinking norms. While offering promising results, this study was limited due to shortcomings in the research design. Future evaluations of social norms marketing campaigns should adhere to basic evaluation principles, such as using comparison groups, collecting contextual data, using a valid and reliable survey instrument, and ensuring proper survey administration techniques.

Options for increasing organ donation: the potential role of financial incentives, standardized hospital procedures, and public education to promote family discussion

Required request laws that mandate hospital personnel to request organ donations have not substantially increased the supply of organs for transplantation. Frustration caused by the continuing shortage of organs has led several experts to promote controversial options for expanding the pool of available organs, including the offer of financial incentives. Pilot programs to test the use of incentives are warranted, but such experiments must be approached cautiously, given the moral qualms they might raise and the availability of other options. One promising strategy is to install standardized hospital procedures to ensure that all potential donors are identified, that every family is approached about the possibility of donation, and that the request is properly structured. The second strategy is to refocus public education to encourage family discussion about organ donation so that the families of those individuals who are disposed to donate will be more likely to grant consent when asked.

Pregaming: An Exploratory Study of Strategic Drinking by College Students in Pennsylvania

Abstract Objectives: This exploratory study examined pre-event drinking, or pregaming, by US college students. Participants: 112 undergraduates from 10 Pennsylvania colleges participated. Method: A focus group, including a written questionnaire, was conducted at each institution. Results: Only 35.7% of the participants had not pregamed during the last 2 weeks. Pregamers consumed an average of 4.9 (SD = 3.1) drinks during their most recent session. Gender, class year, and other demographic variables did not predict pregaming. Heavier drinkers, and those stating that the average student pregamed 3+ times in the last 2 weeks, were more likely to report pregaming in the last 2 weeks. How much students drink when pregaming is influenced by how much they expect to drink later on. Conclusion: Pregaming presents a growing challenge for campus officials. Additional research is needed on the nature of the problem and which combination of prevention strategies might best address this behavior.