Design Effectiveness Analysis of an Intervention to Reduce Violent Attitudes and Video Games Consumption Among Adolescents Based on Relational Lifestyles Segmentation

• In Event: Critical Discoveries About Violence and Conflict in Media

Abstract

Violence is an obstacle to positive youth development. One common solution to help prevent violence is to develop communication campaigns aimed at eradicating it. These campaigns have been shown to be sometimes ineffective or even counter-productive. Specifying when or for whom these adverse effects might be more likely to occur is a critical factor in determining the future success of these campaigns. The present research tested the effectiveness of an anti-violence program by taking lifestyles into account. Lifestyles seemed to be a relevant factor in determining the effectiveness of a program aimed at a youth population (aged 12-19). The results indicated that the program was effective in changing the attitudes of adolescents toward violence; however, the translation of these attitudes into behaviours was moderated by lifestyles. In relation to communicative adolescents, the attitude-behaviour link was consistent, resulting in fewer intentions to consume violent videogames, whereas for fractured adolescents, the opposite was found. The results are discussed in terms of the attitude-behaviour consistency theory and lifestyle segmentation strategies.

Authors

• Reynaldo Gustavo Rivera, University of Navarra / Intermedia Social Innovation

• David Santos, U Autonoma de Madrid

• Gaspar Brändle, U of Murcia

• Miguel A. Cárdaba, CES Villanueva