Social norms campaigns: Examining the relationship between changes in perceived norms and changes in drinking levels
Social norms campaigns: Examining the relationship between changes in perceived norms and changes in drinking levels
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DOI：
10.15288/jsa.2004.65.489
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发表时间：
2004-07-01
期刊：
影响因子：
--
通讯作者：
Neighbors, C
中科院分区：
文献类型：
--
作者：
Mattern, JL;Neighbors, C
目的：本研究探讨了饮酒的变化作为一个功能的变化，饮酒规范的社会规范营销活动，以纠正规范的误解，大学生饮酒宿舍学生。研究人员希望学生们在社会营销活动之后减少对典型学生饮酒的估计，并且感知规范的减少将与减少饮酒有关。方法：感知规范和自我报告的频率和饮酒量进行了评估之前和之后的社会规范营销活动的474名学生宿舍。结果：配对样本t检验显示，学生对典型饮酒频率和数量的看法降低。此外，在非戒酒者中，饮酒量从干预前到干预后下降。进一步的检查显示，只有在那些认为规范减少的学生中，饮酒量的减少才是明显的。结论：结果表明，在霍尔斯的社会规范营销可以有效地减少高估典型的学生饮酒，减少饮酒规范与减少饮酒。
Objective: This study examined changes in drinking as a function of changes in perceived drinking norms following a social norms marketing campaign to correct normative misperceptions of college student drinking among residence hall students. The researchers expected students to reduce their estimates of typical student drinking following the social marketing campaign and that reductions in perceived norms would be associated with reduced drinking. Method: Perceived norms and self-reported frequency and quantity of alcohol consumption were assessed before and after a social norms marketing campaign among 474 residence hall students. Results: Paired samples t tests revealed reduced perceptions of typical student drinking frequency and quantity. In addition, among nonabstainers, drinking quantity went down from pre- to postintervention. Further examination revealed that reductions in drinking were evident only among students whose perceived norms were reduced. Conclusions: Results suggest that social norms marketing in residence halls can effectively reduce overestimates of typical student drinking and that reduction of perceived drinking norms are associated with reduced drinking.