| Based on a two-way analysis of the variance of the data collected regarding a national mass media crime prevention campaign, "Take A Bite Out of Crime," from the Inter-University Consortium for Political and Social Research (ICPSR), this study attempts to investigate the effects of the campaign on respondents' cognition and behavior by applying social learning theory and social control theory.;The associations between the social learning variable and cognitive responses, and the social control variables and conceivable collective behavior support a conclusion that in regard to crime prevention a mass media campaign and pre-existing social influences are complementary.;The major independent variables in the analysis are (1) recall of the public service advertising carried in the campaign, a variable from the social learning model, and (2) neighborhood integration (involving neighbor familiarity, conversation with neighbors and length of residence) and (3) agents of social control (family structure, trust of local government, and number of social organizations to which a respondent belongs), which derive from a social control perspective. |
