TY - JOUR
T1 - Evaluating the effect of a campus-wide social norms marketing intervention on alcohol-use perceptions, consumption, and blackouts
AU - Su, Jinni
AU - Hancock, Linda
AU - Wattenmaker McGann, Amanda
AU - Alshagra, Mariam
AU - Ericson, Rhianna
AU - Niazi, Zackaria
AU - Dick, Danielle M.
AU - Adkins, Amy
N1 - Funding Information:
Spit for Science: The VCU Student Survey has been supported by Virginia Commonwealth University, P20 AA107828, R37AA011408, K02AA018755, and P50 AA022537 from the National Institute on Alcohol Abuse and Alcoholism, and UL1RR031990 from the National Center for Research Resources and National Institutes of Health Roadmap for Medical Research.
Publisher Copyright:
© 2018 Taylor & Francis Group, LLC.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - Objective: To evaluate the effect of a campus-wide social norms marketing intervention on alcohol-use perceptions, consumption, and blackouts at a large, urban, public university. Participants: 4,172 college students (1,208 freshmen, 1,159 sophomores, 953 juniors, and 852 seniors) who completed surveys in Spring 2015 for the Spit for Science Study, a longitudinal study of students' substance use and emotional health. Methods: Participants were e-mailed an online survey that queried campaign readership, perception of peer alcohol use, alcohol consumption, frequency of consumption, and frequency of blackouts. Associations between variables were evaluated using path analysis. Results: We found that campaign readership was associated with more accurate perceptions of peer alcohol use, which, in turn, was associated with self-reported lower number of drinks per sitting and experiencing fewer blackouts. Conclusions: This evaluation supports the use of social norms marketing as a population-level intervention to correct alcohol-use misperceptions and reduce blackouts.
AB - Objective: To evaluate the effect of a campus-wide social norms marketing intervention on alcohol-use perceptions, consumption, and blackouts at a large, urban, public university. Participants: 4,172 college students (1,208 freshmen, 1,159 sophomores, 953 juniors, and 852 seniors) who completed surveys in Spring 2015 for the Spit for Science Study, a longitudinal study of students' substance use and emotional health. Methods: Participants were e-mailed an online survey that queried campaign readership, perception of peer alcohol use, alcohol consumption, frequency of consumption, and frequency of blackouts. Associations between variables were evaluated using path analysis. Results: We found that campaign readership was associated with more accurate perceptions of peer alcohol use, which, in turn, was associated with self-reported lower number of drinks per sitting and experiencing fewer blackouts. Conclusions: This evaluation supports the use of social norms marketing as a population-level intervention to correct alcohol-use misperceptions and reduce blackouts.
KW - Alcohol use
KW - blackout
KW - college students
KW - intervention
KW - social norms
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U2 - 10.1080/07448481.2017.1382500
DO - 10.1080/07448481.2017.1382500
M3 - Article
C2 - 28937942
AN - SCOPUS:85034664744
SN - 0744-8481
VL - 66
SP - 219
EP - 224
JO - Journal of American College Health
JF - Journal of American College Health
IS - 3
ER -