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EMAC 2021 Regional Conference


A quasi-experimental research to assess the effectiveness of a Social Marketing intervention to fight the prejudice towards boys who dance
(R2021-104334)

Published: September 22, 2021

AUTHORS

Ana Silva, Instituto Politécnico do Cávado e do Ave; Elisabete Sá, University of Minho; José Pinho, Universidade do Minho

KEYWORDS

social marketing intervention; social marketing effectiveness; prejudice in dance

ABSTRACT

Using a quasi-experimental method, this study assesses the effects of a social marketing intervention designed to reach a target audience of children and adolescents aged between 10 and 16 years old, to reduce the prejudice towards boys who dance. This study took a step forward in responding to the calls to the use of theory and experiments in the social marketing field. The potentialities of social marketing in reducing prejudice are confirmed in the results, contributing to advance knowledge about the effectiveness of the social marketing interventions.