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Original Article

A Close Look at Why One Social Norms Campaign Did Not Reduce Student Drinking

, PhD, , MEd, , HSD, MLIS, , MPH & , MEd
Pages 61-68 | Published online: 06 Aug 2010

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Read on this site (15)

Joyce M. Wolburg & Eric Haley. (2024) Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate. Journal of Current Issues & Research in Advertising 45:1, pages 22-42.
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Sandi W. Smith, WILLIAM DeJong, Monique M. Turner, Sunyoung Park, Youjin Jang, Andrew Poole, Dennis Martell & Jordyn Salerno. (2021) Determining whether Public Communications Campaigns Based on the The Social Norms Approach are a Viable COVID-19 Prevention Strategy for College Campuses. Journal of Health Communication 26:11, pages 792-798.
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Joyce M. Wolburg & Nathan Gilkerson. (2019) The Ultimate Cliffhanger: Campaign Strategies and Extreme Drinking Rituals for Turning 21. Journal of Current Issues & Research in Advertising 40:1, pages 20-35.
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Yiling Lin, Magda Osman & Richard Ashcroft. (2017) Nudge: Concept, Effectiveness, and Ethics. Basic and Applied Social Psychology 39:6, pages 293-306.
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Joyce M. Wolburg. (2016) Insights for Prevention Campaigns: The Power of Drinking Rituals in the College Student Experience From Freshman to Senior Year. Journal of Current Issues & Research in Advertising 37:1, pages 80-94.
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Eric Robinson, Andrew Jones, Paul Christiansen & Matt Field. (2014) Perceived Peer Drinking Norms and Responsible Drinking in UK University Settings. Substance Use & Misuse 49:11, pages 1376-1384.
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MallieJ. Paschall, Chris Ringwalt, Todd Wyatt & William DeJong. (2014) Effects of an Online Alcohol Education Course Among College Freshmen: An Investigation of Potential Mediators. Journal of Health Communication 19:4, pages 392-412.
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John McAlaney, Bridgette Bewick & Clarissa Hughes. (2011) The international development of the ‘Social Norms’ approach to drug education and prevention. Drugs: Education, Prevention and Policy 18:2, pages 81-89.
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Edward Glazer, SandiW. Smith, Charles Atkin & LaurenM. Hamel. (2010) The Effects of Sensation Seeking, Misperceptions of Peer Consumption, and Believability of Social Norms Messages on Alcohol Consumption. Journal of Health Communication 15:8, pages 825-839.
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Rebecca Murphy-Hoefer, Andrew Hyland & Cheryl Rivard. (2010) The Influence of Tobacco Countermarketing Ads on College Students’ Knowledge, Attitudes, and Beliefs. Journal of American College Health 58:4, pages 373-381.
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RobertE. McDonald, Tillmann Wagner & MichaelS. Minor. (2008) Cheers! A Means‐End Chain Analysis of College Students’ Bar‐Choice Motivations. Annals of Leisure Research 11:3-4, pages 386-403.
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Roberta King Mitchell & C. Leigh Nelson. (2007) Don't Drink and Speak: The Relationships among Alcohol Use, Practice, Motivation, Anxiety, and Speech Performance. Communication Research Reports 24:2, pages 139-148.
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Ruobing Li & Lijiang Shen. The Role of Subjective Norm in Persuasion Through the Restoration of Personal Freedom. Health Communication 0:0, pages 1-10.
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Ullrich KH Ecker, Jasmyne A Sanderson, Paul McIlhiney, Jessica J Rowsell, Hayley L Quekett, Gordon DA Brown & Stephan Lewandowsky. (2022) Combining refutations and social norms increases belief change. Quarterly Journal of Experimental Psychology 76:6, pages 1275-1297.
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Albert Ayorinde Abegunde, Yomi Michael Daisiowa Adedeji, Olumuyiwa Bayode Adegun, Ore Fika & Benjamin Ojo. (2022) Impacts and acceptance of studentification in Ile-Ife, Nigeria. Journal of Housing and the Built Environment 37:4, pages 2035-2057.
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Alan D. Berkowitz, Katherine W. Bogen, Richard J. Meza Lopez, Mazheruddin M. Mulla & Lindsay M. Orchowski. 2022. Engaging Boys and Men in Sexual Assault Prevention. Engaging Boys and Men in Sexual Assault Prevention 149 181 .
Christine Wolter, Tino Lesener, Tobias Alexander Thomas, Alicia-Carolin Hentschel & Burkhard Gusy. (2021) Finding the Right Balance: A Social Norms Intervention to Reduce Heavy Drinking in University Students. Frontiers in Public Health 9.
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Elizabeth M Glowacki, Jay M Bernhardt & Matthew S McGlone. (2019) Tailored texts: An application of regulatory fit to text messages designed to reduce high-risk drinking. Health Informatics Journal 26:3, pages 1742-1763.
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Justin F. Hummer, Melissa R. Hatch & Gerald C. Davison. (2020) Cognitive-Affective Change Mechanisms in Personalized Normative Feedback via the Articulated Thoughts in Simulated Situations Paradigm. International Journal of Environmental Research and Public Health 17:3, pages 690.
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Paulius Yamin, Maria Fei, Saadi Lahlou & Sara Levy. (2019) Using Social Norms to Change Behavior and Increase Sustainability in the Real World: a Systematic Review of the Literature. Sustainability 11:20, pages 5847.
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Ambrose J. Melson, Rebecca Louise Monk & Derek Heim. (2016) Self–Other Differences in Student Drinking Norms Research: The Role of Impression Management, Self‐Deception, and Measurement Methodology. Alcoholism: Clinical and Experimental Research 40:12, pages 2639-2647.
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Lisa Schuster, Krzysztof Kubacki & Sharyn Rundle-Thiele. (2016) Community-based social marketing: effects on social norms. Journal of Social Marketing 6:2, pages 193-210.
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Eric Robinson. (2015) Perceived social norms and eating behaviour: An evaluation of studies and future directions. Physiology & Behavior 152, pages 397-401.
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Andrew G. Livingstone & Stephanie McCafferty. (2015) Explaining reactions to normative information about alcohol consumption: A test of an extended social identity model. International Journal of Drug Policy 26:4, pages 388-395.
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Erin L. Mead, Rajiv N. Rimal, Roberta Ferrence & Joanna E. Cohen. (2014) Understanding the sources of normative influence on behavior: The example of tobacco. Social Science & Medicine 115, pages 139-143.
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Theodoros Giovazolias & Olga Themeli. (2014) Social Learning Conceptualization for Substance Abuse: Implications for Therapeutic Interventions. The European Journal of Counselling Psychology 3:1, pages 69-88.
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H. Wesley Perkins. 2014. The Complexity of Social Norms. The Complexity of Social Norms 11 36 .
Kevin Burchell, Ruth Rettie & Kavita Patel. (2012) Marketing social norms: Social marketing and the ‘social norm approach’. Journal of Consumer Behaviour 12:1, pages 1-9.
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Todd F. Lewis, Elizabeth Likis-Werle & Cheryl L. Fulton. (2011) Modeling Alcohol Use Intensity Among Students at a Historically Black University. Journal of Black Psychology 38:3, pages 368-390.
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Andrew G. Livingstone, Hollie Young & Antony S. R. Manstead. (2011) “We Drink, Therefore We Are”. Group Processes & Intergroup Relations 14:5, pages 637-649.
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Sharyn J. PotterMary M. Moynihan & Jane G. Stapleton. (2010) Using Social Self-Identification in Social Marketing Materials Aimed at Reducing Violence Against Women on Campus. Journal of Interpersonal Violence 26:5, pages 971-990.
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Jennifer N. Engler & Joshua D. Landau. (2011) Source Is Important When Developing a Social Norms Campaign to Combat Academic Dishonesty. Teaching of Psychology 38:1, pages 46-48.
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Joseph W. LaBrie, Justin F. Hummer, Sean Grant & Andrew Lac. (2010) Immediate reductions in misperceived social norms among high-risk college student groups. Addictive Behaviors 35:12, pages 1094-1101.
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Tavis J. Glassman & Robert E. Braun. (2010) Confusion Surrounding Social Marketing Strategies and Social Norm Theory: To Prevent High-Risk Drinking among College Students. Social Marketing Quarterly 16:2, pages 94-103.
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Gaby JudahRobert AungerWolf-Peter SchmidtSusan MichieStewart GrangerVal Curtis. (2009) Experimental Pretesting of Hand-Washing Interventions in a Natural Setting. American Journal of Public Health 99:S2, pages S405-S411.
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JOSEPH W. LABRIE, JUSTIN F. HUMMER, KAREN K. HUCHTING & CLAYTON NEIGHBORS. (2009) A brief live interactive normative group intervention using wireless keypads to reduce drinking and alcohol consequences in college student athletes. Drug and Alcohol Review 28:1, pages 40-47.
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Jason T. Siegel, Eusebio M. Alvaro, William D. Crano, Jessica Skenderian, Andrew Lac & Neil Patel. (2008) Influencing Inhalant Intentions by Changing Socio-Personal Expectations. Prevention Science 9:3, pages 153-165.
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H. Wesley Perkins. (2007) Misperceptions of peer drinking norms in Canada: Another look at the “reign of error” and its consequences among college students. Addictive Behaviors 32:11, pages 2645-2656.
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Troy A. Gilbertson. (2016) Alcohol-Related Incident Guardianship and Undergraduate College Parties: Enhancing the Social Norms Marketing Approach. Journal of Drug Education 36:1, pages 73-90.
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Sandi W. Smith, Charles K. Atkin, Dennis Martell, Rebecca Allen & Larry Hembroff. (2006) A Social Judgment Theory Approach to Conducting Formative Research in a Social Norms Campaign. Communication Theory 16:1, pages 141-152.
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