The long-term effectiveness of a social norming campaign to reduce high-risk drinking: The Michigan State University experience, 2000-2014.
J Am Coll Health
; 69(3): 315-325, 2021 04.
Article
em En
| MEDLINE
| ID: mdl-31662121
ABSTRACT
OBJECTIVE:
Evaluate effectiveness of a university-wide social norms marketing campaign to reduce high-risk drinking and its consequences among students at MSU.Participants:
Campaign messages regarding descriptive and injunctive norms were distributed campus-wide from 2001 to 2014 to correct norm misperceptions.Methods:
Random samples of students surveyed most semesters to monitor message saturation, dosage, and believability along with drinking attitudes, behaviors and harm related to celebratory events. NCHA conducted biennially since 2000 to assess overall progress.Results:
Perceived drinking norms declined along with measures of actual drinking intensity, frequency, and frequency of intense drinking. Use of protective behaviors most often addressed in campaign messages increased while driving after drinking declined. Importantly, reported adverse effects of drinking on academic performance declined substantially.Conclusions:
The evidence suggests the social norms approach has been effective at reducing adverse academic outcomes of drinking. Changes in perceptions, attitudes, behaviors and outcomes appear to be continuing.Palavras-chave
Texto completo:
1
Base de dados:
MEDLINE
Assunto principal:
Universidades
/
Normas Sociais
Tipo de estudo:
Etiology_studies
/
Risk_factors_studies
Limite:
Humans
País/Região como assunto:
America do norte
Idioma:
En
Revista:
J Am Coll Health
Ano de publicação:
2021
Tipo de documento:
Article
País de afiliação:
Estados Unidos