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Optimizing personalized normative feedback: the use of gender-specific referents.
Melissa A Lewis1, Clayton Neighbors
1Department of Psychiatry and Behavioral Sciences, Box 354694, University of Washington, Seattle, Washington 98105-6099, USA. lewisma@u.washington.edu
Journal of Studies on Alcohol and Drugs
|February 9, 2007
Summary
Personalized normative feedback (PNF) effectively reduced alcohol consumption for college students. Gender-specific feedback was particularly beneficial for women, especially those with a stronger gender identity.
Area of Science:
- Psychology
- Public Health
- Behavioral Science
Background:
- Brief interventions often use personalized normative feedback (PNF) with gender-specific or gender-neutral referents.
- Theories suggest socially proximal referents may be more influential than distal ones.
Purpose of the Study:
- To evaluate if the gender specificity of normative referents in PNF impacts intervention efficacy.
- To determine the role of gender identity in PNF effectiveness.
Main Methods:
- 185 college students were randomized into gender-specific feedback, gender-neutral feedback, or control groups.
- Participants completed baseline assessments of norms, alcohol consumption, and gender identity.
- Intervention groups received computerized PNF comparing their drinking to peers.
Main Results:
- Both PNF groups reduced alcohol consumption and altered perceived norms for men and women.
- Gender-specific norms mediated reduced drinking for women.
- Gender-specific feedback was more effective for women with higher gender identity.
Conclusions:
- Computer-delivered PNF is effective in reducing alcohol consumption.
- Gender specificity and gender identity are crucial factors for PNF efficacy in women.
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