A mass media campaign aimed at discouraging various forms of sexual intimidation via changing males' stereotypical conceptions of dating behavior was conducted by the Dutch government. Inter alia, the idea that macho behavior is basically preferred by females is challenged. This article examines the impact of a campaign-related video. An Achmea-Foundation-sponsored review of the psychological literature suggests two types of persuasive strategies: perpetrator-and victim-focused messages. The presented experiment examined the effect of these strategies on the evaluation of macho behavior in interactions and on the acceptance of sexual intimidation myths. Participants were 198 pupils from different schools. Analyses revealed several Communication x Sex interactions, suggesting that a perpetrator-focused message may inadvertently foster boys' positive evaluations of macho behavior and may strengthen their idea that coerced sex is acceptable under certain conditions. Instead of reducing such misconceptions, a perpetrator-focused message appeared to backfire: Stereotypes were reinforced.
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