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

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.

Measurement of social norms for entertainment-education.

Background: While there has been a marked increase in measurement and scholarship surrounding social norms in recent years, there is little evidence related to social norms measurement in the context of health campaigns utilizing entertainment-education. Entertainment-education goals and objectives have shifted over time to include social norms and an update is needed to merge contemporary practice with the most recent measures from the literature. The aim of the present study was to analyze commonly used quantitative measures and their properties for social norms and entertainment-education, specifically on the topic of family planning, to bolster ongoing research and practice efforts by validating items for social norms measurement in entertainment-education programs.

Measuring family planning norms in Zambia: A mixed methods vignette study.

Vignettes have increasingly been used in social norms research, but it is unknown whether vignettes are a valid, culturally appropriate, and effective approach for measuring family planning norms in Zambia. In this mixed methods, cross-sectional study, surveys (n = 438) and focus groups (n = 135) were conducted with married women in two, purposively selected districts in the Central Province, the rural district of Mkushi and the urban district of Kabwe. Social norms constructs measured included: reference groups, descriptive norms, injunctive norms, collective norms, and outcome expectations.