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A Case Study Examination of Social Norms Marketing Campaign to Improve Responsible Drinking

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Author Info

  • Wolf, Marianne McGarry
  • Dana, Allison
  • Wolf, Mitchell J.
  • Petrela, Eivis Qenani
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    Abstract

    This research discusses the use of social norms marketing to improve responsible drinking among college students. It was observed in each year of research that students studied overestimated their peers’ drinking practices. During the social norms marketing campaign decreases were observed in both students’ self-reported number of drinks consumed and perceived number of drinks consumed by peers at bars or parties, indicating that the social norms marketing efforts were somewhat successful. In addition, students reported drinking less alcohol over a shorter period of time. However, some negative behaviors related to drinking did not improve.

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    File URL: http://purl.umn.edu/139461
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    Bibliographic Info

    Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

    Volume (Year): 43 (2012)
    Issue (Month): 1 (March)
    Pages:

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    Handle: RePEc:ags:jlofdr:139461

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    Web page: http://fdrs.ag.utk.edu/
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    Related research

    Keywords: Social norms marketing; responsible drinking; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing;

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