TY  - JOUR
PY  - 2003//
TI  - A failed norms social marketing campaign
JO  - Journal of studies on alcohol
A1  - Clapp, John D.
A1  - Lange, James Evan
A1  - Russell, Cristel
A1  - Shillington, Audrey
A1  - Voas, Robert B.
SP  - 409
EP  - 414
VL  - 64
IS  - 3
N2  - OBJECTIVE: In this article we test the efficacy of an intensive norms social marketing campaign to reduce heavy drinking among college students living in a residence hall. METHOD: We employed a pretest-posttest nonequivalent comparison group design. The study was conducted in two (experimental and comparison) comparable residence halls located in a large urban public university. We attempted a census at each hall, and pre- and postintervention data were collected in public areas of each residence hall. Relative sample sizes were approximately 60% in the experimental hall (both waves) and 38% in the comparison hall. RESULTS: The campaign successfully corrected students' misperceptions of drinking norms but had no effects, or counterintuitive effects, on drinking behaviors. CONCLUSIONS: Despite the popularity of this approach, universities would be prudent to proceed with care before adopting this approach wholesale.<p /> <p>Language: en</p>
LA  - en
SN  - 0096-882X
UR  - http://dx.doi.org/
ID  - ref1
ER  -