Journal article
Are social norms campaigns really magic bullets? assessing the effects of students' misperceptions on drinking behavior
Health communication, Vol.15(4), pp.481-497
2003
DOI: 10.1207/S15327027HC1504_06
PMID: 14527868
Abstract
In an attempt to curb excessive drinking on college campuses, many universities have turned to "social norms" marketing campaigns. Despite widespread acceptance among health educators, empirical results are clouded by measurement problems. This study, based on a random sample of 550 students, examined the effects of misperceptions of friends' and typical college students' drinking on one's drinking behavior. Results indicate that drinking behavior is positively related to perceptions of friends' drinking as suggested by the theory of planned behavior, which emphasizes subjective as opposed to social norms.
Details
- Title: Subtitle
- Are social norms campaigns really magic bullets? assessing the effects of students' misperceptions on drinking behavior
- Creators
- Shelly Campo - Departments of Community and Behavioral Health, and Communication Studies, University of Iowa, Iowa City, IA 52242, USA. shelly-campo@uiowa.eduDominique BrossardM Somjen FrazerTimothy MarchellDeborah LewisJanis Talbot
- Resource Type
- Journal article
- Publication Details
- Health communication, Vol.15(4), pp.481-497
- Publisher
- England
- DOI
- 10.1207/S15327027HC1504_06
- PMID
- 14527868
- ISSN
- 1041-0236
- eISSN
- 1532-7027
- Language
- English
- Date published
- 2003
- Academic Unit
- Graduate College Admin and Gen; Communication Studies; Community and Behavioral Health
- Record Identifier
- 9984063111502771
Metrics
35 Record Views