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Abstract #166781

Adrienne E. Keller, PhD, National Social Norms Institute, University of Virginia, P.O. Box 800760, Charlottesville, VA 22908-0760, 434-924-0321, aek3a@virginia.edu

Social norms marketing requires special attention to both process and outcome evaluation. Process evaluation is critical to effective marketing design; outcome evaluation both provides the foundational information about perceptions versus reality and provide the critical assessment of project impact: did perceptions change to conform more closely to reality and was the changed perceptions reflected in changed behaviors. The presenter will take participants through an exercise to build a project logic model that integrates evaluation and program planning and leads to the specification of outcome criteria.

Learning Objectives:

• Define process, outcome and impact evaluation in terms of social norms marketing interventions.
• Employ a logic model to design project evaluation.

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.