EVALUATION OF A SOCIAL NORMS MARKETING CAMPAIGN TO REDUCE HIGH-RISK DRINKING AT THE UNIVERSITY OF MISSISSIPPI
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, Go...
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| Veröffentlicht in: | The American journal of drug and alcohol abuse 2001-01, Vol.27 (2), p.375-389 |
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| container_title | The American journal of drug and alcohol abuse |
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| creator | Gomberg, Laura Schneider, Shari Kessel DeJong, William |
| description | 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. |
| doi_str_mv | 10.1081/ADA-100103715 |
| format | Article |
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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.</description><identifier>ISSN: 0095-2990</identifier><identifier>EISSN: 1097-9891</identifier><identifier>DOI: 10.1081/ADA-100103715</identifier><identifier>PMID: 11417945</identifier><identifier>CODEN: AJDABD</identifier><language>eng</language><publisher>Colchester: Taylor & Francis</publisher><subject>Addictive behaviors ; Adolescent ; Adult and adolescent clinical studies ; Alcohol ; Alcohol Drinking - epidemiology ; Alcohol Drinking - prevention & control ; Alcohol use ; Alcoholism ; binge drinking ; Biological and medical sciences ; Campaigns ; College students ; Colleges & universities ; Evaluation ; Female ; Health Promotion ; Humans ; Incidence ; Male ; marketing ; Medical sciences ; Mississippi - epidemiology ; Perceptions ; Prevention ; Prevention and actions ; Psychology. Psychoanalysis. Psychiatry ; Psychopathology. Psychiatry ; Public health. Hygiene ; Public health. Hygiene-occupational medicine ; Risk Factors ; Social Behavior ; Social marketing ; Social norms ; Specific populations (family, woman, child, elderly...) ; Students - statistics & numerical data ; substance abuse</subject><ispartof>The American journal of drug and alcohol abuse, 2001-01, Vol.27 (2), p.375-389</ispartof><rights>2001 Informa UK Ltd All rights reserved: reproduction in whole or part not permitted 2001</rights><rights>2001 INIST-CNRS</rights><rights>Copyright Marcel Dekker, Inc. 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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.</description><subject>Addictive behaviors</subject><subject>Adolescent</subject><subject>Adult and adolescent clinical studies</subject><subject>Alcohol</subject><subject>Alcohol Drinking - epidemiology</subject><subject>Alcohol Drinking - prevention & control</subject><subject>Alcohol use</subject><subject>Alcoholism</subject><subject>binge drinking</subject><subject>Biological and medical sciences</subject><subject>Campaigns</subject><subject>College students</subject><subject>Colleges & universities</subject><subject>Evaluation</subject><subject>Female</subject><subject>Health Promotion</subject><subject>Humans</subject><subject>Incidence</subject><subject>Male</subject><subject>marketing</subject><subject>Medical sciences</subject><subject>Mississippi - epidemiology</subject><subject>Perceptions</subject><subject>Prevention</subject><subject>Prevention and actions</subject><subject>Psychology. Psychoanalysis. Psychiatry</subject><subject>Psychopathology. Psychiatry</subject><subject>Public health. Hygiene</subject><subject>Public health. Hygiene-occupational medicine</subject><subject>Risk Factors</subject><subject>Social Behavior</subject><subject>Social marketing</subject><subject>Social norms</subject><subject>Specific populations (family, woman, child, elderly...)</subject><subject>Students - statistics & numerical data</subject><subject>substance abuse</subject><issn>0095-2990</issn><issn>1097-9891</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2001</creationdate><recordtype>article</recordtype><sourceid>EIF</sourceid><sourceid>7QJ</sourceid><sourceid>BHHNA</sourceid><recordid>eNqF0c1r2zAYBnBRNtqs7XHXITbYzZskS5Z1FI6biCR2sJ3CTkL-ghQ7bqWE0f9-Nsk6GIOBQAf99PC-PAB8xOgbRiH-LufSwwhh5HPMrsAMI8E9EQr8DswQEswjQqAb8MG5JzSykNNrcIMxxVxQNgN9_CjXO1moNIHpA5QwTyMl1zBJs00ONzJbxYVKFjCSm61UiwQWKczi-S6K4VItll6m8hWcZypZTUoWsFjGcJeoxzjLVfFjytyoPJ_OdqvuwPvWdK65v9y3YPcQF9HSW6cLFcm1V1FCjx6vCSsDWpGQtwRVlJmmauqGBEHoE8F5GSBjaM1oSVnph7T2RY05C_yAo7osQ_8WfD3nPtvh5dS4o-73rmq6zhya4eQ0R8KnmIn_QhwSRAI8wc9_wafhZA_jEpqMz5gxRkbknVFlB-ds0-pnu--NfdUY6aktPbal39oa_adL6Knsm_qPvtQzgi8XYFxlutaaQ7V3b06Icb5JhWe1P7SD7c3PwXa1PprXbrC_v_j_nuAXJLyijw</recordid><startdate>20010101</startdate><enddate>20010101</enddate><creator>Gomberg, Laura</creator><creator>Schneider, Shari Kessel</creator><creator>DeJong, William</creator><general>Taylor & Francis</general><general>Taylor & Francis Ltd</general><scope>IQODW</scope><scope>CGR</scope><scope>CUY</scope><scope>CVF</scope><scope>ECM</scope><scope>EIF</scope><scope>NPM</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>7QJ</scope><scope>7U3</scope><scope>BHHNA</scope><scope>K7.</scope><scope>K9.</scope><scope>7U1</scope><scope>7U2</scope><scope>C1K</scope><scope>7X8</scope></search><sort><creationdate>20010101</creationdate><title>EVALUATION OF A SOCIAL NORMS MARKETING CAMPAIGN TO REDUCE HIGH-RISK DRINKING AT THE UNIVERSITY OF MISSISSIPPI</title><author>Gomberg, Laura ; Schneider, Shari Kessel ; DeJong, William</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c424t-7d25b64c287f20c45aecede266832977b60aa4d54b45b384d39d17563670dbb83</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2001</creationdate><topic>Addictive behaviors</topic><topic>Adolescent</topic><topic>Adult and adolescent clinical studies</topic><topic>Alcohol</topic><topic>Alcohol Drinking - epidemiology</topic><topic>Alcohol Drinking - prevention & control</topic><topic>Alcohol use</topic><topic>Alcoholism</topic><topic>binge drinking</topic><topic>Biological and medical sciences</topic><topic>Campaigns</topic><topic>College students</topic><topic>Colleges & universities</topic><topic>Evaluation</topic><topic>Female</topic><topic>Health Promotion</topic><topic>Humans</topic><topic>Incidence</topic><topic>Male</topic><topic>marketing</topic><topic>Medical sciences</topic><topic>Mississippi - epidemiology</topic><topic>Perceptions</topic><topic>Prevention</topic><topic>Prevention and actions</topic><topic>Psychology. 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| source | MEDLINE; Sociological Abstracts; Applied Social Sciences Index & Abstracts (ASSIA); Taylor & Francis Medical Library - CRKN; Taylor & Francis Journals Complete |
| subjects | Addictive behaviors Adolescent Adult and adolescent clinical studies Alcohol Alcohol Drinking - epidemiology Alcohol Drinking - prevention & control Alcohol use Alcoholism binge drinking Biological and medical sciences Campaigns College students Colleges & universities Evaluation Female Health Promotion Humans Incidence Male marketing Medical sciences Mississippi - epidemiology Perceptions Prevention Prevention and actions Psychology. Psychoanalysis. Psychiatry Psychopathology. Psychiatry Public health. Hygiene Public health. Hygiene-occupational medicine Risk Factors Social Behavior Social marketing Social norms Specific populations (family, woman, child, elderly...) Students - statistics & numerical data substance abuse |
| title | EVALUATION OF A SOCIAL NORMS MARKETING CAMPAIGN TO REDUCE HIGH-RISK DRINKING AT THE UNIVERSITY OF MISSISSIPPI |
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