DeJong et al., 2009: Using marketing campaigns involving social norms had no effect on alcohol consumption among college students
Reference:
DeJong, W., Schneider, S. K., Towvim, L. G., Murphy, M. J., Doerr, E. E., Simonsen, N. R., ... & Scribner, R. A. (2009). A multisite randomized trial of social norms marketing campaigns to reduce college student drinking: A replication failure. Substance Abuse, 30(2), 127-140.
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Extending Dejong et al. (2006), a trial in 14 institutions of higher education found that students at institutions randomized to a social-norms marketing condition did not have lower perceptions of student drinking levels or less self-reported alcohol consumption.
Psychological Process:
Need
Need to BelongWhat Desired Meaning is At Stake?
What is the Person Trying to Understand?
To Feel Connected, Included, Respected, and Valued by OthersApproach to Desired Meaning
What about it?
Link Belonging to a Behavior or Attitude to Motivate Positive ChangeHow?
Psychological Question Addressed
Are social norms that contribute to negative behaviors accurate or valid?Are social norms that contribute to negative behaviors accurate or valid?Changing beliefs about social norms to motivate positive behaviorsPsychological Question Addressed
Are social norms that contribute to negative behaviors accurate or valid?Psychological Process 2:
Psychological Process 3:
Social Area:
Health
Intervention Technique:
Prompting with information