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Social norms marketing: a prevention strategy to decrease high-risk drinking among college students.

Carol H Ott·Carol Haertlein
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Abstract

We describe a social-norms marketing approach to moderating college student drinking behaviors and correcting student misperceptions about campus drinking. The intervention has the potential to be applied to other health behaviors where misperceptions abound, such as those related to cigarette smoking, eating disorders, sexual health, and sexual assault. Even though nurses are actively working on alcohol and other drug (AOD) prevention efforts on college campuses, little data based research have been published. Collaborative efforts between faculty from different disciplines, including nursing and nurse health educators, can be an effective combination for preventing alcohol abuse and for initiating sound research-based campus prevention programs.

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Alcohol DrinkingAlcoholismHealth Plan ImplementationHumansPeer GroupSocial Control, InformalSocial MarketingStudent Health ServicesWisconsinJournal Article

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Carol H Ott, Carol Haertlein. 2002. Social norms marketing: a prevention strategy to decrease high-risk drinking among college students.. https://doi.org/10.1016/s0029-6465(01)00014-7

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