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Social norms marketing: a prevention strategy to decrease high-risk drinking among college students.

Carol H Ott1, Carol Haertlein

  • 1School of Nursing, University of Wisconsin-Milwaukee, 1921 E. Hartford Avenue, Milwaukee, WI 53211, USA. carolott@uwm.edu

The Nursing Clinics of North America
|October 23, 2002
PubMed
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This study introduces a social norms marketing strategy to reduce college student drinking and correct misperceptions. This approach can be adapted for other health behaviors, promoting research-based prevention programs.

Area of Science:

  • Public Health
  • Health Behavior Interventions
  • Social Norms Marketing

Background:

  • College student drinking is a significant public health concern.
  • Misperceptions about prevalence of drinking behaviors are common among college students.
  • Limited research-based data exists on nursing-led alcohol and other drug (AOD) prevention on campuses.

Purpose of the Study:

  • To describe a social norms marketing approach for college student drinking behaviors.
  • To correct student misperceptions regarding campus alcohol consumption.
  • To highlight the potential application of this intervention for other health behaviors.

Main Methods:

  • Utilized a social norms marketing strategy.
  • Focused on moderating college student drinking behaviors.

Related Experiment Videos

  • Aimed to correct misperceptions about campus drinking.

    • Main Results:

    • The social norms marketing approach effectively addresses college student drinking.
    • The intervention shows promise for correcting misperceptions about campus drinking.
    • The approach is adaptable to other health behaviors with prevalent misperceptions.

    Conclusions:

    • Social norms marketing is an effective strategy for college student alcohol use.
    • Interdisciplinary collaboration, including nursing faculty, is crucial for effective AOD prevention.
    • This approach can inform the development of evidence-based campus prevention programs.