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Related Experiment Videos

Changing the perception of the norm: a strategy to decrease binge drinking among college students

M Haines1, S F Spear

  • 1Health Enhancement Services, University Health Service, Northern Illinois University, DeKalb, USA.

Journal of American College Health : J of ACH
|November 1, 1996
PubMed
Summary
This summary is machine-generated.

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College students

Area of Science:

  • Public Health
  • Social Psychology

Background:

  • Binge drinking is a prevalent issue among college students.
  • Traditional interventions have shown limited success in reducing college binge drinking.

Purpose of the Study:

  • To evaluate the effectiveness of a media campaign intervention aimed at altering college students' perceptions of drinking norms.
  • To assess the impact of changing perceived drinking norms on self-reported binge drinking behaviors.

Main Methods:

  • A 5-year study conducted at a large public residential campus.
  • Implementation of a media campaign targeting student perceptions of binge drinking prevalence.
  • Comparison of pre- and post-intervention data on perceived norms and self-reported drinking behaviors.

Main Results:

Related Experiment Videos

  • The media campaign significantly reduced the perception of binge drinking as the norm by 18.5% (from 69.7% to 51.2%).
  • A corresponding 8.8% reduction in self-reported binge drinking was observed (from 43.0% to 34.2%).
  • A traditional intervention proved unsuccessful prior to the media campaign.

Conclusions:

  • Changing college students' perceptions of drinking norms can be an effective strategy for reducing binge drinking.
  • Media campaigns may be a viable tool for influencing social norms and promoting healthier behaviors in college populations.
  • Further research into norm-perception interventions is warranted for college student populations.