Social norms theory-based interventions: testing the feasibility of a purported mechanism of action.
Social norms-based interventions targeting college student drinking behaviors have become increasingly popular. Such interventions purportedly modify student misperceptions of fellow student drinking behaviors, which leads to changes in individual drinking behavior. Despite claims of successful interventions, research demonstrating that social norms-based interventions modify student perceptions is lacking.


OBJECTIVE
The authors conducted a laboratory experiment examining the feasibility of this mechanism of action and aimed to determine the validity of the campus-specific drinking norms hypothesis.


METHODS
The authors randomly assigned 60 students to 1 of 3 research conditions: Alcohol 101 (national drinking norms), a didactic presentation of campus specific drinking norms, or a control condition.


RESULTS
Both intervention groups modified student misperceptions regarding peer alcohol use, and these changes were sustained 1 week later.


CONCLUSIONS
Social norms-based interventions can contribute to more accurate drinking perceptions among college students.
Hagman
Brett T
BT
University of Medicine and Dentistry, New Jersey-School of Public Health, 335 George St., Suite 3701, Piscataway, NJ 08903, USA. hagmanbr@umdnj.edu
Clifford
Patrick R
PR
Noel
Nora E
NE
D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000453:epidemiology / Q000517:prevention & control* / Q000523:psychology; D000435:Alcoholic Intoxication / Q000517:prevention & control; D000437:Alcoholism / Q000517:prevention & control; D005260:Female; D006266:Health Education / Q000379:methods*; D006801:Humans; D008297:Male; D010465:Perception; D012931:Social Environment; D013334:Students; D014495:Universities