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| Research article summary (published 29 Apr 2003): |
A failed norms social marketing campaign.
Full Abstract
OBJECTIVE:
In this article we test the efficacy of an intensive norms social marketing campaign to reduce heavy drinking among college students living in a residence hall.
METHOD:
We employed a pretest-posttest nonequivalent comparison group design. The study was conducted in two (experimental and comparison) comparable residence halls located in a large urban public university. We attempted a census at each hall, and pre- and postintervention data were collected in public areas of each residence hall. Relative sample sizes were approximately 60% in the experimental hall (both waves) and 38% in the comparison hall.
RESULTS:
The campaign successfully corrected students' misperceptions of drinking norms but had no effects, or counterintuitive effects, on drinking behaviors.
CONCLUSIONS:
Despite the popularity of this approach, universities would be prudent to proceed with care before adopting this approach wholesale.
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Author information
Author/s: Clapp, John D (JD); Lange, James E (JE); Russell, Cristel (C); Shillington, Audrey (A); Voas, Robert B (RB);
Affiliation: School of Social Work, San Diego State University, 5500 Campanile Drive, San Diego, California 92182-4119 USA. jdclapp(-atsign-)mail.sdsu.edu
Grants: R01AA12540 (Agency:United States NIAAA)
Journal and publication information
Publication Type: Comparative Study; Journal Article; Research Support, U.S. Gov't, Non-P.H.S.; Research Support, U.S. Gov't, P.H.S.
Journal: Journal of studies on alcohol (J Stud Alcohol), published in United States. (Language: eng)
Reference: 2003-May; vol 64 (issue 3) : pp 409-14
Dates: Created 2003/06/23; Completed 2003/10/17; Revised 2007/11/14;
PMID: 12817831, status: MEDLINE (last retrieval date: 11/6/2008)
Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.
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