Cowpe et al (1989)

Aims

To test the effectiveness of an advertisement campaign, which demonstrates a procedure, provided information, challenged perception of lack of ability to cope and encouraged preventive actions.

Procedures

Quasi field experiment in 10 regional areas from 1976-1984.

The analysis of the number of chip pan fires were reported between 1976 and 1982 – consumer surveys.

Two 60 seconds commercials for 12 weeks – showed the initial cause of the fire and the action of putting it out.

Each region was shown the campaign one, 3 of them were shown reminders in another year.

Findings

• Net decline was between 7-25%
• The largest reduction was shown during the campaign – 33%
• Areas, which were exposed to it twice, showed less impact.
• The consumer surveys revealed an increase in awareness from 62% to 90%.
• Also, there was an increase in mentioning chip-pan fires as a danger from 12% to 28%

Conclusions

1. Advertising proved effective as shown by the reduction in chip pan fires. Behaviour change seen most during campaign and reduces as time passes after the end of the campaign
2. Viewer is less likely to be influence by the campaign if overexposed to it as seen in overlap areas
3. Confidence in the data is shown by the change in awareness of chip pan fire adverts and the danger of chip pan fires in the kitchen

Strengths:

• Ecological validity – the campaign was conducted in a real society, meaning that the results are more realistic and reliable since the behaviour is likely to be natural.
• Valid – the campaign was successful in reducing chip pan fires, therefore it can be said that the study was useful to society.
• Sample– the study was conducted in 10 regional areas, meaning that the results are more reliable and generalisable to the wider population.

Weaknesses:

• Not generalisable – the campaign and study was only conducted in the UK, meaning that the findings may have been affected by cultural bias and cannot be applied to the general population. Also, chip pan fires may not be a problem in other places; therefore, it was only valid for the specif country.
• Validity of measurement – some chip pan fires may have not been reported because people may have shut it down and themselves. Thus, the number of fires that happened after the campaign may not be true to life.
• Self-report – surveys were used to record the reaction of people from the campaign and answers may have been affected by  social desirability bias and demand characteristics.