Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

Self-Evaluation: Self-Enhancement and Self-Verification03:00

Self-Evaluation: Self-Enhancement and Self-Verification

5.3K
Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behavior (Tavris & Aronson, 2008). In the United States, members of the predominant culture typically think very highly of themselves and view themselves as good people who are above average on many desirable traits (Ehrlinger, Gilovich, & Ross, 2005). Often, our behavior, attitudes, and beliefs are affected when we experience a threat to our...
5.3K
Social Proof00:52

Social Proof

28.0K
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
28.0K
Stereotype Threat and Self-fulfilling Prophecies02:09

Stereotype Threat and Self-fulfilling Prophecies

38.0K
When we hold a stereotype about a person, we have expectations that he or she will fulfill that stereotype. A self-fulfilling prophecy is an expectation held by a person that alters his or her behavior in a way that tends to make it true. When we hold stereotypes about a person, we tend to treat the person according to our expectations. This treatment can influence the person to act according to our stereotypic expectations, thus confirming our stereotypic beliefs. Research by Rosenthal and...
38.0K
Attitudes01:54

Attitudes

28.8K
Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in the supermarket to people around the world to political policies. Typically, attitudes are favorable or unfavorable: positive or negative (Eagly & Chaiken, 1993). And, they have three components: an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge;...
28.8K
Self-Discrepancy Theory02:45

Self-Discrepancy Theory

18.4K
One influential perspective on what motivates people's behavior is detailed in Tory Higgin's self-discrepancy theory (Higgins, 1987). He proposed that people hold disagreeing internal representations of themselves that lead to different emotional states.  
18.4K
Self-Presentation: Self-Monitoring and Self-Handicapping02:05

Self-Presentation: Self-Monitoring and Self-Handicapping

39.5K
People can go to great lengths to protect their self-image and present themselves in ways that they want others to see them. Sociologist Erving Goffman presented the idea that a person is like an actor on a stage. Calling his theory dramaturgy, Goffman believed that we use “impression management” to present ourselves to others as we hope to be perceived. Each situation is a new scene, and individuals perform different roles depending on who is present (Goffman, 1959). Think about...
39.5K

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Adjuvant Radiation Therapy Versus Initial Observation for Patients After Prostatectomy with Adverse Pathology: Have Findings from 3 Randomized Clinical Trials Influenced Clinical Practice?

Urology practice·2026
Same author

The Moderation Effect of Basic Need Satisfaction in the Relationship Between Drinking Motives and Drinking Outcomes.

Substance use & misuse·2026
Same author

Urologist and radiologist contributions to variation in prostate cancer detection at fusion biopsy.

BJU international·2026
Same author

Drinking to belong: how loneliness fuels alcohol-related consequences.

The Journal of social psychology·2026
Same author

A randomized controlled trial of injunctive norms feedback with and without motivational interviewing to reduce alcohol use and negative consequences among college students.

Journal of consulting and clinical psychology·2026
Same author

Expanding perspectives on reducing harms from drinking in college: A qualitative study.

Psychology of addictive behaviors : journal of the Society of Psychologists in Addictive Behaviors·2026

Related Experiment Video

Updated: Aug 25, 2025

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers
08:05

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers

Published on: January 5, 2018

9.8K

Strengthening personalized norm feedback interventions: The ambivalent-attitude effect.

Zachary P Hohman1, James Peabody1, Clayton Neighbors2

  • 1Texas Tech University, USA.

Addictive Behaviors Reports
|October 14, 2022
PubMed
Summary

Inducing ambivalence about drinking reduced college students' intentions to drink alcohol. This finding suggests that increasing attitudinal ambivalence may enhance the effectiveness of personalized norm feedback (PNF) interventions for heavy drinking prevention.

Keywords:
AlcoholAmbivalenceCollegeNormsPersonalized Normative Feedback

More Related Videos

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients
05:48

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients

Published on: June 12, 2020

5.8K
Experimental Paradigm for Measuring the Effects of Self-distancing in Young Children
07:01

Experimental Paradigm for Measuring the Effects of Self-distancing in Young Children

Published on: March 1, 2019

8.0K

Related Experiment Videos

Last Updated: Aug 25, 2025

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers
08:05

A Prediction Error-driven Retrieval Procedure for Destabilizing and Rewriting Maladaptive Reward Memories in Hazardous Drinkers

Published on: January 5, 2018

9.8K
The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients
05:48

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients

Published on: June 12, 2020

5.8K
Experimental Paradigm for Measuring the Effects of Self-distancing in Young Children
07:01

Experimental Paradigm for Measuring the Effects of Self-distancing in Young Children

Published on: March 1, 2019

8.0K

Area of Science:

  • Psychology
  • Public Health
  • Behavioral Science

Background:

  • College students exhibit high rates of heavy and binge drinking.
  • Effective interventions are crucial to mitigate the adverse health consequences of risky alcohol consumption.
  • Personalized norm feedback (PNF) is an intervention that reduces heavy drinking by comparing individual drinking behaviors with actual social norms.

Purpose of the Study:

  • To investigate the impact of induced attitude ambivalence on the effectiveness of the PNF intervention for reducing heavy drinking among college students.
  • To determine if pre-intervention ambivalence manipulation influences future alcohol consumption intentions.
  • To test the hypothesis that induced attitudinal ambivalence lowers intentions to consume alcohol.

Main Methods:

  • A one-way experimental design was employed with 338 college students (76% female, mean age 19.76).
  • Participants were assigned to either a high or low ambivalence condition regarding drinking.
  • All participants received the PNF intervention, followed by a measure of their future intentions to drink alcohol.

Main Results:

  • A significant effect of ambivalence on drinking intentions was observed (p = .028).
  • Participants in the high ambivalence group reported lower intentions to consume multiple drinks in a single sitting compared to the low ambivalence group.
  • Induced attitudinal ambivalence was associated with reduced future drinking intentions.

Conclusions:

  • Attitudinal ambivalence may enhance the efficacy of personalized norm feedback interventions for college student drinking.
  • Further research is needed to fully elucidate the complex relationship between ambivalence, social norms, and drinking behavior.
  • Findings suggest ambivalence as a potential target for future alcohol intervention strategies.