Citation

Miller MM, Brannon LA. Health. Mark. Q. 2015; ePub(ePub): 297-312.

Affiliation

Department of Psychological Sciences , Kansas State University , Manhattan , Kansas , USA.

Copyright

(Copyright © 2015, Informa - Taylor and Francis Group)

DOI

10.1080/07359683.2015.1093877

PMID

26569148

Abstract

College students were exposed to either a self-schema matched message (emphasizing how binge drinking is inconsistent with personal values) or a social norms message (highlighting the true normative drinking behavior of peers). As predicted, low self-monitors intended to drink significantly less alcohol if they received the self-schema matched message versus the social norms message, and high self-monitors intended to drink less if they received the social norms message versus a self-schema message. While previous research supports both techniques for marketing responsible college student drinking, the current results suggest that each method may be especially effective for certain audiences.

Language: en