Personalized normative feedback for heavy drinking: An application of deviance regulation theory

Area of Science:

• Psychology
• Public Health
• Behavioral Science

Background:

• Deviance Regulation Theory (DRT) suggests individuals adjust behavior to align with social norms, aiming for positive distinction and avoiding negative attention.
• Norms-based interventions, combining descriptive and injunctive norms, show promise for health behavior change, particularly in brief alcohol interventions.

Purpose of the Study:

• To evaluate a computer-delivered, personalized feedback intervention based on DRT for college drinkers.
• To systematically examine the impact of varying descriptive norms (common/uncommon), health framing (healthy/unhealthy), and injunctive norms (positive/negative) on drinking behaviors.

Main Methods:

• A randomized controlled trial involving 959 college drinkers.
• Participants received a computer-delivered intervention with personalized feedback.
• Assessments were conducted at baseline, 3 months, and 6 months.

Main Results:

• Messages emphasizing unhealthy drinking behaviors, especially when framed as uncommon, significantly reduced drinking and alcohol-related problems.
• The intervention demonstrated effectiveness in modifying drinking behaviors over a six-month period.

Conclusions:

• Personalized normative feedback can be enhanced by constructing messages based on DRT principles.
• Understanding the interplay of behavior prevalence, acceptability, and framing is crucial for effective brief alcohol interventions.