Using the parallel process model to prevent firearm injury and death: field experiment results of a video-based intervention



This paper reports the outcome evaluation of a gun safety video intervention. Guided largely by the extended parallel process model, the video, Bullet ‘Proof’ - The Case for Gun Safety' focuses primarily on (a) knowledge of 6 gun safety practices, (b) susceptibility to accidental gunshot injuries and death, severity of gunshot injuries, (d) response efficacy, and (e) self-efficacy. The video was shown to 175 individuals in 7 hunter safety classes and evaluated in a field experiment using a posttest-only control-group design with random assignment. Compared to the control group, the experimental group listed significantly more gun safety practices, perceived greater susceptibility to accidental gun injuries, perceived gun injuries to be more severe, and perceived greater response efficacy toward some of the recommended gun safety practices. Further, all of the recommended gun safety practices received high self-efficacy and behavioral intention ratings. Finally, the video itself scored high on all measured positive attributes, and low on all measured negative attributes.