A close look at why one social norms campaign did not reduce student drinking.

摘要: The authors examined 3 possible explanations for the failure of a social norms campaign at large public university. They administered an anonymous survey to 2 random samples undergraduate classes: baseline assessment 616 students before campaign's implementation and follow-up 723 4 academic years later. At follow-up, 66.5% were aware campaign, yet revealed no reduction in perceived drinking or alcohol use this group. An analysis postcampaign sample that (1) majority did not find statistics used messages credible, (2) higher levels predicted lower credibility, (3) only 38.5% understood intended purpose. If they are influence personally relevant norms, these campaigns must undergo further development enhance message credibility participants' understanding.