A Case Study Examination of Social Norms Marketing Campaign to Improve Responsible Drinking
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
This research discusses the use of social norms marketing to improve responsible drinking
among college students. It was observed in each year of research that students studied overestimated
their peers’ drinking practices. During the social norms marketing campaign decreases
were observed in both students’ self-reported number of drinks consumed and perceived number
of drinks consumed by peers at bars or parties, indicating that the social norms marketing efforts
were somewhat successful. In addition, students reported drinking less alcohol over a shorter period
of time. However, some negative behaviors related to drinking did not improve.