“…Wechsler, Seibring, Liu, and Ahl (2004) reported that social norms campaigns had been adopted by nearly half of all colleges and universities in the United States to promote healthy and prosocial behaviors across campuses, primarily in efforts to reduce excessive drinking. These studies generally predict main effects for normative information on behavior with mixed results; some indicating a substantial link between social norms and behavior (e.g., Atkin, Martell, Smith, & Greenamyer, 2004; Bator & Cialdini, 2000; Smith, Atkin, Martell, Allen, & Hembroff, 2006), others reporting no impact on attitudes (e.g., Bagozzi, Wong, Abe, & Bergami, 2000; Kallgren, Reno, & Cialdini, 2000) or behavior change in the opposite of the predicted direction (Campo & Cameron, 2006; Wechsler et al, 2003).…”