College freshmen are particularly at risk for engaging in heavy alcohol use due to the new social contextual factors that characterize the transitional period of freshmen year. One of the strongest influences of personal drinking for college students has been found to be their perceived drinking behaviors of their peers. Recent research suggests that students routinely overestimate their peers' drinking levels. The social norms approach attempts to correct this misperception through normative feedback of actual alcohol consumption of students. This study assessed the effectiveness of a social norms media campaign on decreasing drinking levels of incoming freshmen. Data were collected on two years of incoming freshmen from summer, 1999 through spring, 2001. The incoming freshmen's drinking behaviors were assessed during summer orientation prior to their university attendance and again in the second semester (spring) of the their freshmen year. Results indicated that the majority of freshmen consumed 0-5 drinks at each sitting and consistently overestimated their peers' drinking levels. Incoming freshmen (summer assessment) had higher levels of drinking than previous year's freshmen. The social norms intervention did not significantly decrease drinking rates. Yet there was a trend toward reduction in drinking levels by the second semester of the freshmen year. Findings from the incoming freshmen from summer, 2001 will also be discussed.
Learning Objectives: 1. Understand the basics of developing a social norms media campaign. 2. Plan a process to collect information on drinking behaviors from incoming freshmen. 3. Evaluate the progress of a social norms media campaign.
Keywords: Alcohol, College Students
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: research grant/employment