scholarly journals Alcohol Prevention on College Campuses: The Moderating Effect of the Alcohol Environment on the Effectiveness of Social Norms Marketing Campaigns*

2011 ◽  
Vol 72 (2) ◽  
pp. 232-239 ◽  
Author(s):  
Richard A. Scribner ◽  
Katherine P. Theall ◽  
Karen Mason ◽  
Neal Simonsen ◽  
Shari Kessel Schneider ◽  
...  
Keyword(s):  
Social Norms ◽  
College Campuses ◽  
Moderating Effect ◽  
Alcohol Prevention ◽  
Social Norms Marketing

scholarly journals Social-norms interventions for light and nondrinking students

2011 ◽  
Vol 14 (5) ◽  
pp. 651-669 ◽  
Author(s):  
Clayton Neighbors ◽  
Megan Jensen ◽  
Judy Tidwell ◽  
Theresa Walter ◽  
Nicole Fossos ◽  
...  
Keyword(s):  
College Students ◽  
Social Norms ◽  
Mixed Models ◽  
Generalized Linear Mixed Models ◽  
Heavy Drinking ◽  
Attention Control ◽  
Alcohol Prevention ◽  
Control Data ◽  
Social Norms Marketing ◽  
The Impact

Social-norms approaches to alcohol prevention are based on consistent findings that most students overestimate the prevalence of drinking among their peers. Most interventions have been developed for heavy-drinking students, and the applicability of social-norms approaches among abstaining or light-drinking students has yet to be evaluated. The present research aimed to evaluate the impact of two types of online social-norms interventions developed for abstaining or light-drinking students. Identification with other students was evaluated as a moderator. Participants included 423 freshmen and sophomore college students who reported never or rarely drinking at screening. Students were randomly assigned to one of three conditions: (a) personalized-norms feedback, (b) social-norms marketing ads, or (c) attention control. Data were analyzed using generalized linear mixed models. Results provided some support for both interventions but were stronger for social-norms marketing ads, particularly among participants who identified more closely with other students.

Social norms for sexual violence perpetration in college

2017 ◽  
Vol 9 (4) ◽  
pp. 305-313 ◽  
Author(s):  
Christine Louise Hackman ◽  
Tricia Witte ◽  
Marissa Greenband
Keyword(s):  
College Students ◽  
Social Norms ◽  
Sexual Violence ◽  
College Campuses ◽  
Influential Factor ◽  
Public Institution ◽  
Public Health Issue ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Perceived Social Norms

Purpose Sexual violence (SV) is a pervasive public health issue on college campuses. While much research has been conducted to determine factors contributing to SV, little work focuses on the role of perceived social norms. The purpose of this paper is to examine college students’ perceived descriptive norms for SV perpetration (i.e. prevalence estimates for SV). Design/methodology/approach Using a cross-sectional survey, male and female college students from a large public institution in the Southeastern USA were instructed to estimate the prevalence of SV for “typical students” of their same gender on campus. Findings When compared to actual prevalence rates of SV perpetrated by females and males, both perpetrators and non-perpetrators overestimated the prevalence of SV among same-sex peers, but perpetrators made even higher estimates compared to those made by non-perpetrators for some sexually aggressive acts. Results demonstrate strong and consistent normative misperceptions surrounding SV perpetration. Research limitations/implications Findings lend support for testing social norms-based prevention programs for SV on college campuses. Originality/value This study is one of the first investigations into perceived social norms surrounding SV; perceived social norms may be an influential factor contributing to SV.

Perception and reality: a national evaluation of social norms marketing interventions to reduce college students' heavy alcohol use.

2003 ◽  
Vol 64 (4) ◽  
pp. 484-494 ◽  
Author(s):  
Henry Wechsler ◽  
Toben E Nelson ◽  
Jae Eun Lee ◽  
Mark Seibring ◽  
Catherine Lewis ◽  
...  
Keyword(s):  
College Students ◽  
Alcohol Use ◽  
Social Norms ◽  
Heavy Alcohol ◽  
Heavy Alcohol Use ◽  
Social Norms Marketing

An Evaluation of a Social Norms Marketing Project for Tobacco Prevention with Middle, High, and College Students; use of Funds from the Tobacco Master Settlement (Virginia)

2005 ◽  
Vol 35 (3) ◽  
pp. 185-200 ◽  
Author(s):  
Jeanne Martino-McAllister ◽  
Maria Theresa Wessel
Keyword(s):  
College Students ◽  
High School ◽  
High School Students ◽  
Social Norms ◽  
Tobacco Prevention ◽  
School Students ◽  
Student Centered ◽  
Marketing Model ◽  
Positive Behaviors ◽  
Social Norms Marketing

The Anti-Tobacco Media Blitz (ATMB), a social-norms marketing program, was utilized for tobacco prevention with middle and high school students. University students assisted middle and high school students with the implementation of this campaign, which included a variety of media. Students worked in teams to design, develop, and evaluate tobacco-free messages through posters, radio, television, and peer-led activities. Evaluation of the campaign was constant and included assessment of message retention and demonstration of positive behaviors. This article discusses the procedures of this project, the five-step social norms marketing model, with emphasis on the student-centered evaluation and results.

A Multisite Randomized Trial of Social Norms Marketing Campaigns to Reduce College Student Drinking: A Replication Failure

2009 ◽  
Vol 30 (2) ◽  
pp. 127-140 ◽  
Author(s):  
William DeJong ◽  
Shari Kessel Schneider ◽  
Laura Gomberg Towvim ◽  
Melissa J. Murphy ◽  
Emily E. Doerr ◽  
...  
Keyword(s):  
College Student ◽  
Social Norms ◽  
Randomized Trial ◽  
Student Drinking ◽  
College Student Drinking ◽  
Social Norms Marketing ◽  
Replication Failure

scholarly journals Utilizing Social Norms Marketing to Address E-Cigarette Use on College Campuses

2018 ◽  
Vol 59 ◽  
pp. 01017
Author(s):  
Kristen Scholly ◽  
Lynn Garcia ◽  
Stormy Dodge ◽  
Pallav Pokhrel
Keyword(s):  
Young Adults ◽  
Service Learning ◽  
Social Norms ◽  
Multivariate Logistic Regression Analysis ◽  
Active Role ◽  
Adolescents And Young Adults ◽  
Health Concern ◽  
Cigarette Use ◽  
Factors Associated ◽  
Social Norms Marketing

E-cigarette use is a serious health concern among adolescents and young adults. This study identifies factors associated with e-cigarette use in an effort to better understand what impacts college students’ decisions to use this tobacco product. This study utilizes data from a survey conducted at a research institution and two community colleges located in Hawaii. A multivariate logistic regression analysis identified key risk factors associated with college student e-cigarette use. Independent factors associated with e-cigarette use included use of traditional cigarettes and having one or more family members or friends who currently used e-cigarettes. Exposure to online e-cigarette information was also associated with increased odds of e-cigarette use. The study findings have important implications for e-cigarette control among adolescents and young adults. Service learning students can take an active role in developing social norms marketing campaigns designed to communicate the risks of e-cigarette use and counter marketing ploys that foster unsubstantiated beliefs regarding the benefits of e-cigarette use.

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