The role of mass media campaigns in reducing high-risk drinking among college students.

2002 ◽  
pp. 182-192 ◽  
Author(s):  
William DeJong
Keyword(s):  
College Students ◽  
High Risk ◽  
Mass Media ◽  
Media Campaigns ◽  
High Risk Drinking

High Risk Drinking and College Students' Self-Perceptions

2005 ◽  
Vol 97 (3) ◽  
pp. 936-944 ◽  
Author(s):  
Gabriel C. Araujo ◽  
Eugene H. Wong
Keyword(s):  
College Students ◽  
High School ◽  
High Risk ◽  
Alcohol Consumption ◽  
Social Acceptance ◽  
Intellectual Ability ◽  
High School Gpa ◽  
Self Perceptions ◽  
Significant Difference ◽  
High Risk Drinking

The present study examined the relationship between high risk drinking and college students' self-perceptions. High risk drinking was defined as the consumption of four or more drinks in a row for women and five or more drinks in a row for men during a single sitting (within the last year). Historical trends regarding college-age drinking indicate that 44% of college students fit the criteria for high risk drinking at least once over the past year. A survey was administered to 210 college students (52 men and 158 women) between 18 and 22 years of age ( M = 20.9, SD = 1.3) to assess their use of alcohol and their self-perceptions. Students' self-perceptions were measured with four subscales from the Neemann-Harter Self-perception Profile for College Students. Students either volunteered to participate in this study outside of class or were solicited during class. It was predicted that students' self-perceptions would differ significantly depending upon their alcohol consumption, i.e., 17.1% were Abstainers, 25.2% were Nonproblem Drinkers, and 57.6% were High Risk Drinkers. Analysis gave significant difference on Global Self-worth between students who abstained and those who were High Risk Drinkers. However, students' perceptions of Scholastic Competence, Intellectual Ability, and Social Acceptance did not differ significantly for the alcohol consumption groups. In addition to high risk drinking, a number of other variables were associated with self-perceptions, such as high school alcohol use, low high school GPA, and students' reported academic involvement. These relations are discussed.

scholarly journals Assessing the Effectiveness of Peer-Facilitated Interventions Addressing High-Risk Drinking Among Judicially Mandated College Students

2009 ◽  
pp. 57-66 ◽  
Author(s):  
M. Dolores Cimini ◽  
Matthew P Martens ◽  
Mary E Larimer ◽  
Jason R Kilmer ◽  
Clayton Neighbors ◽  
...  
Keyword(s):  
College Students ◽  
High Risk ◽  
High Risk Drinking

Confusion Surrounding Social Marketing Strategies and Social Norm Theory: To Prevent High-Risk Drinking among College Students

2010 ◽  
Vol 16 (2) ◽  
pp. 94-103 ◽  
Author(s):  
Tavis J. Glassman ◽  
Robert E. Braun
Keyword(s):  
College Students ◽  
High Risk ◽  
Social Norms ◽  
Social Marketing ◽  
Social Norm ◽  
Cost Effective ◽  
Social Norms Theory ◽  
Norm Theory ◽  
High Risk Drinking ◽  
Marketing Principles

High-risk drinking, the consumption of 5 or more drinks on one occasion, constitutes a serious public health issue among young adults, particularly college students. In an attempt to address this issue in a cost-effective manner, many universities have implemented social marketing interventions sometimes utilizing social norm theory and in other cases using more traditional strategies. However, some practitioners, school officials, and even researchers incorrectly use the terms social marketing and social norms marketing, interchangeably. Social marketing influences health behavior through the use of marketing principles, such as the use of the 4Ps (product, price, placement, and promotion) to increase knowledge, change attitudes, and motivate individual or societal change. Conversely, social norms represents a specific theory which can be applied using social marketing principles. Social norm interventions are designed to correct peoples' misconceptions concerning the prevalence of a particular behavior. Theorists assert that by providing accurate information concerning the prevalence of the behavior of interest people will alter their behavior to fit the“norm.” Using social marketing approaches with or without social norms theory represents a promising cost-effective strategy for addressing high-risk drinking among college students. However, failing to understand and appreciate the conceptual underpinnings of how these two concepts relate to one another may result in ineffective interventions and conclusions concerning the efficacy of social marketing and/or social norms theory.

scholarly journals My Student Body: A High-Risk Drinking Prevention Web Site for College Students

2005 ◽  
Vol 53 (6) ◽  
pp. 263-274 ◽  
Author(s):  
Emil Chiauzzi ◽  
Traci Craig Green ◽  
Sarah Lord ◽  
Christina Thum ◽  
Marion Goldstein
Keyword(s):  
College Students ◽  
High Risk ◽  
Web Site ◽  
Student Body ◽  
High Risk Drinking

Underdog effects: the role of consumption domain and retail crowding

2017 ◽  
Vol 34 (5) ◽  
pp. 384-392 ◽  
Author(s):  
Miyuri Shirai
Keyword(s):  
College Students ◽  
High Risk ◽  
Boundary Conditions ◽  
Design Methodology ◽  
Age Groups ◽  
Consumer Preference ◽  
Content Type ◽  
Online Consumer ◽  
Positive Effect

Purpose When communicating with consumers, firms frequently highlight their underdog status to evoke a favorable attitude. Previous research has confirmed consumer preference for underdogs over top dogs in various domains. However, very little research has been conducted on the business types and decision contexts in which underdog effects produce the most impact. This paper aims to investigate some of the unexplored boundary conditions of underdog effects and addresses two issues: consumption domain and retail crowding. Design/methodology/approach Two experiments with a 2 (biography: underdog or top dog) × 2 (consumption domain: hedonic or utilitarian) × 2 (retail crowding: adequately crowded or uncrowded) factorial between-subjects design were conducted to test hypotheses. The two experiments differ in the consumption domains and the approaches used to depict crowding conditions. Furthermore, the first experiment targeted college students and the second experiment targeted online consumer panels across various age groups. Findings Underdog effects were more easily evoked when the consumption domain was more hedonic than utilitarian. In addition, retail crowding was an informational cue for judging acceptance of underdog businesses and enhanced the evaluation when the retail environment was adequately crowded rather than uncrowded. This role of crowding was also evident for top-dog businesses when consumers perceived high risk in the businesses. Originality/value This is the first study to distinguish between hedonic and utilitarian consumption domains with underdog effects and to demonstrate a positive effect of crowding as an informational cue, indicating acceptance by other consumers.

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