Perception and reality: A national evaluation of social norms marketing interventions to reduce college students' heavy alcohol use
Perception and reality: A national evaluation of social norms marketing interventions to reduce college students' heavy alcohol use
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DOI：
10.15288/jsa.2003.64.484
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发表时间：
2003-07-01
期刊：
影响因子：
--
通讯作者：
Keeling, RP
中科院分区：
文献类型：
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作者：
Wechsler, H;Nelson, TF;Keeling, RP
目的：为了评估一种广泛使用的减少大学生饮酒的干预措施，我们研究了使用社会规范营销计划的大学和没有使用社会规范营销计划的大学的学生饮酒模式。方法：我们检查了哈佛大学公共卫生学院酒精研究(CAS)1997年、1999年和2001年的数据集，其中37所大学使用了社会规范营销计划，61所大学没有使用社会规范营销计划。分析了学生饮酒行为的信息以及他们对学校社会规范营销信息的熟悉程度，以及大学管理人员关于社会规范营销活动实施情况的报告。学校是根据学生对节目材料的接触情况进行分组的。对酒精消费的七个标准指标进行了趋势分析，包括年饮酒量和30天饮酒量、频率、通常的饮酒量和饮酒量、重度饮酒和醉酒。结果：近一半的中科院院校采用了社会规范课程。那些有这样做的人更有可能有大量的注册人数，没有宗教信仰，饮酒率很高。在有社会规范项目的学校，七项酒精使用指标中的任何一项都没有下降，即使考虑到学生的暴露和项目存在的时间。然而，在采用社会规范计划的学校中，每月酒精使用量和总消费量的衡量标准都有所增加。结论：这项研究没有提供证据支持社会规范营销计划在减少大学生饮酒方面的有效性。
Objective: To evaluate a widely used intervention to reduce college student alcohol use, we studied student drinking patterns at colleges that employed social norms marketing programs and those that did not. Method: We examined responses of students in the Harvard School of Public Health College Alcohol Study (CAS) 1997, 1999 and 2001 data sets at 37 colleges that employed social norms marketing programs and at 61 that did not. Information about the students' drinking behavior and their familiarity with social norms marketing messages at their schools was analyzed, as were college administrators' reports about the implementation of social norms marketing campaigns. Schools were grouped on the basis of student reports of exposure to programmatic materials. Trend analyses were conducted on seven standard measures of alcohol consumption, including annual and 30-day use, frequency, usual quantity and volume consumed, heavy episodic use, and drunkenness. Results: Almost half of the CAS colleges sampled adopted social norms programs. Those that did were more likely to have large enrollments, not to be religiously affiliated and to have high rates of alcohol use. No decreases were noted in any of the seven measures of alcohol use at schools with social norms programs, even when student exposure and length of program existence were considered. Increases in measures of monthly alcohol use and total volume consumed, however, were observed at schools employing social norms programs. Conclusions: This study does not provide evidence to support the effectiveness of social norms marketing programs, as currently utilized, in reducing alcohol use among college students.