DeJong et al., 2006: Using marketing campaigns involving social norms decreased alcohol consumption among college students
DeJong, W., Schneider, S. K., Towvim, L. G., Murphy, M. J., Doerr, E. E., Simonsen, N. R., ... & Scribner, R. A. (2006). A multisite randomized trial of social norms marketing campaigns to reduce college student drinking. Journal of studies on alcohol, 67(6), 868-879.Download PDF
Extending Schroeder & Prentice (1998), a trial in 18 institutions of higher education found that students at institutions randomized to a social-norms marketing condition perceived less drinking on campus and reported less alcohol consumption.