Citation

Glazer E, Smith SW, Atkin CK, Hamel LM. J. Health Commun. 2010; 15(8): 825-839.

Affiliation

Department of Communication, Michigan State University, East Lansing, Michigan, USA.

Copyright

(Copyright © 2010, Informa - Taylor and Francis Group)

DOI

10.1080/10810730.2010.522222

PMID

21170785

Abstract

The social norms marketing approach is one method used to reduce extreme alcohol consumption. The current study implemented a web-based survey (N = 891) to assess whether sensation-seeking, perceived moderate drinking norms, and social norm message believability impacted alcohol consumption on a college campus. Sensation seeking was not directly related to normative perceptions of others' moderate alcohol consumption. Sensation seeking, perceived norms, and message believability all had direct effects on alcohol consumption, and the interaction of sensation seeking and message believability impacted alcohol consumption, while the interaction of sensation seeking and perceived norms on alcohol consumption was marginally significant. Implications of these findings for the social norms marketing approach are discussed.

Language: en