Social norms campaigns: Examining the relationship between changes in perceived norms and changes in drinking levels.
Journal:
Journal of studies on Alcohol
Volume:
July 2004
Issue:
Pages:
489 - 493
Availability:
www.galegroup.com
Country:
America
Methodology
>>
Classification:
Quantitative
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Sample Size:
342
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Response Rate:
28.5%
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Validity Measures:
>>
Reliability Measures:
>>
Data Analysis:
Paired t tests, ANCOVA
Main
Findings:
The purpose of this study was to look at the possible effects of a social norms marketing campaign on drinking behaviour. Changes in perceived norms were consistently associated with changes in drinking behaviour. If perceived quantity or frequency norms decreased after the intervention then so too did drinking behaviour both in quantity and frequency. However, if perceived quantity and frequency norms increased after the intervention, then drinking quantity and frequency increased.
Management
Implications:
Rating:
**
* - commentary,
no evidence
** - makes limited contribution on limited evidence
*** - good research – limited generalisability
**** - good research – rigorous, limited applications
***** - excellent research, very sound evidence, policy/strategy informer
