“….the ‘personality’ of the regulatory agency may matter more than the specific regulations” (Caulkins & Kilmer, 2016b). However, in order to shape social norms, a regulatory agency’s messages must be effective, and in order for its messages to be effective, an agency must be perceived as credible by the public (Osman et al, 2018; Pornpitakpan, 2004; Ranney et al, 2018; Schmidt et al, 2018; Schmidt, Ranney, Pepper, & Goldstein, 2016).…”