Applying communication theories to prevent dangerous drinking among college students: The Ru sure campaign

Stewart, Lea P.; Lederman, Unda C.; Golubow, Mark; Cattafesta, Joanne L.; Goodhart, Fern Walter; Powell, Rachael; Laitman, Lisa

doi:10.1080/10510970209388599

Cited by 17 publications

(14 citation statements)

References 10 publications

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“…Some tout the observed reductions in college drinking (Perkins & Berkowitz, 1986;Perkins, Meilman, Leichlier, Cashin, & Presley, 1999;Stewart et al, 2002), whereas others question the discovered effects (Campo et al, 2003;Campo & Cameron, 2006;Campo, Cameron, Brossard, & Fraser, 2004;Keeling, 1999Keeling, , 2000Wechsler & Kuo, 2000;Wechsler et al, 2003). Research has begun to explore potential moderators between normative perceptions and behavior to better understand why social norms campaigns may succeed or fail (Rimal & Real, 2003).…”

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confidence: 99%

Stepping Back from Social Norms Campaigns: Comparing Normative Influences to Other Predictors of Health Behaviors

Cameron

Campo

2006

Health Communication

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Recent health campaigns on college campuses have used a social norms approach, which suggests that one's perceptions of others' attitudes and behaviors are the key components in attitude and behavior change. However, the efficacy of social norms campaigns has been mixed. This study was conducted to assess the relationships among sociodemographics, normative perceptions, and individual attitudes on 3 health behaviors. Students at 2 universities (N = 393) completed questionnaires assessing how these variables related to their consumption of alcohol, tobacco use, and exercise behaviors. Regressions indicated that each of these variables was associated with behavior, but varied independent variables emerged as the salient predictors among behaviors. In several conditions the effect of normative perceptions on behaviors was not significant, a finding in direct opposition to social norms marketing. In all 3 behavioral conditions, the variable accounting for the greatest variance was whether or not the individual liked participating in that particular behavior. Thus, although some social norms marketing may be meeting with success, it may be the case that predicted attitudinal and behavioral changes will not be found when applied across diverse health topics.

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confidence: 99%

Stepping Back from Social Norms Campaigns: Comparing Normative Influences to Other Predictors of Health Behaviors

Cameron

Campo

2006

Health Communication

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“…In other words, if adolescents do not closely identify with the individuals in their immediate surroundings, the norms may have less impact on their intention and subsequent decision to engage in a particular behavior. Everyday experience within one's own social circle can influence behavioral norms, which in turn influences an individual's interpretation of his or her experience (Stewart et al, 2002).…”

Section: Perceptions In Adolescence Around Sexual Behaviorsmentioning

confidence: 99%

Peer Influence and Adolescent Sexual Behavior Trajectories: Links to Sexual Initation

Peҫi¹

2017

Europ. j. multidiscip. stud.

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This study aims to revisit the studies reported in the area of peer influence with reference to health behavior. Peer groups are social groups that consist of people of the same age and have similar interests and usually equal in terms of the education and social class. Peer groups are important as they tend to provide a space to make friends. They also help provide social and emotional support as well as an identity and a sense of belongingness to a social group, especially during adolescence. The authors have found that sexual behavior is one of the many areas in which teens are influenced by their best friends and peers. Teens are more likely to have sex if their best friends and peers are older, use alcohol or drugs, or engage in other negative behavior. Similarly, they are more likely to have sex if they believe their friends have more positive attitudes toward childbearing, have permissive values about sex, or are actually having sex. The authors have found that most of the studies in this area have been developed have been assessing the negative aspects of peer influence. Understanding important factors related to sexual behavior is important not only to change that behavior; it is important to identify those teens who are most at risk of having sex and unprotected sex. This paper explains the implications for those working to help youth avoid risky sexual behaviors and potential consequences. It is concluded with the recommendations for conducting studies in this direction.

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“…The social norms approach has successfully reduced drinking behavior on some campuses (Perkins & Craig, 2003; also see http://www.socialnorm.org for a complete list of campuses), but not on others (Werch et al, 2000). SNT has also been used in conjunction with interpersonal communication theories and experiential learning theory and was found to be effective in reducing student drinking misperceptions (Stewart et al, 2002).…”

Section: Social Norms Theorymentioning

confidence: 99%

An Examination of Descriptive and Injunctive Norm Influence on Intention to Get Drunk

Dunleavy

2008

Communication Quarterly

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Applying communication theories to prevent dangerous drinking among college students: The Ru sure campaign

Cited by 17 publications

References 10 publications

Stepping Back from Social Norms Campaigns: Comparing Normative Influences to Other Predictors of Health Behaviors

Stepping Back from Social Norms Campaigns: Comparing Normative Influences to Other Predictors of Health Behaviors

Peer Influence and Adolescent Sexual Behavior Trajectories: Links to Sexual Initation

An Examination of Descriptive and Injunctive Norm Influence on Intention to Get Drunk

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