EVALUATION OF A SOCIAL NORMS MARKETING CAMPAIGN TO REDUCE HIGH-RISK DRINKING AT THE UNIVERSITY OF MISSISSIPPI1

A social marketing campaign to change perceptions of peer drinking norms was conducted by the National Golden Key Honor Society at the University of Mississippi during the 1995-1996 school year. To assess the campaign's impact on perceptions of student drinking norms and alcohol consumption, Golden Key's national office administered a survey three times during the school year to all students enrolled in a random sample of required freshmen English courses. Regression analyses suggest that exposure to the marketing campaign may be associated with lower (and more accurate) estimates of student drinking norms. While offering promising results, this study was limited due to shortcomings in the research design. Future evaluations of social norms marketing campaigns should adhere to basic evaluation principles, such as using comparison groups, collecting contextual data, using a valid and reliable survey instrument, and ensuring proper survey administration techniques.