title: Influencing College Student Drinking Intentions With Social Norms and Self-Schema Matched Messages: Differences Between Low and High Self-Monitors.
abstract: College students were exposed to either a self-schema matched message (emphasizing how binge drinking is inconsistent with personal values) or a social norms message (highlighting the true normative drinking behavior of peers). As predicted, low self-monitors intended to drink significantly less alcohol if they received the self-schema matched message versus the social norms message, and high self-monitors intended to drink less if they received the social norms message versus a self-schema message. While previous research supports both techniques for marketing responsible college student drinking, the current results suggest that each method may be especially effective for certain audiences.
authors.affiliation: a Graduate School, Kansas State University , Manhattan , Kansas , USA.
authors.forename: Megan M
authors.initials: MM
authors.lastname: Miller
authors.affiliation: b Department of Psychological Sciences , Kansas State University , Manhattan , Kansas , USA.
authors.forename: Laura A
authors.initials: LA
authors.lastname: Brannon
mesh_terms: D000293:Adolescent; D000067292:Alcohol Drinking in College / Q000523:psychology*; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D010379:Peer Group; D012931:Social Environment; D066262:Social Norms; D012945:Social Values; D055815:Young Adult
keywords: alcohol; messages; self-monitoring; self-schema; social norms