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Validating measurement of social norms for entertainment-education: a five-factor model
Amy Henderson Riley1,2, Richard W Hass1,3, Dunia Tonob1,4
1College of Population Health, Thomas Jefferson University, Philadelphia, PA, USA.
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.
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