Related Experiment Video
Updated: Aug 30, 2026

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers
Published on: January 5, 2018
Are social norms campaigns really magic bullets? assessing the effects of students' misperceptions on drinking
Shelly Campo1, Dominique Brossard, M Somjen Frazer
1Departments of Community and Behavioral Health, and Communication Studies, University of Iowa, Iowa City, IA 52242, USA. shelly-campo@uiowa.edu
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.
Related Concept Videos
Social Proof
The Stanford Prison Experiment
Deindividuation
Social Scripts
Conformity
Impact of Social Context on Individuals