Combining social norm prevention efforts to reduce high-risk drinking and behaviors within a freshman residence hall

Abstract

Social norms marketing and Small Groups Norms-challenging Model (SGNM) intervention are alcohol and other drug prevention efforts that have gained popularity on university and college campuses. The purpose of this study was to determine if the combination of social norms marketing and Small Groups Norms-challenging Model intervention programs was an effective way to reduce high-risk drinking and behaviors among rirst-year college students.

This study took place in a majority first-year residence hall. Students on eight floors participated in a pre- and post-survey. Students on all eight floors received non-traditional social norms marketing materials. Students on four of the floors participated in a SGNM intervention. Eight students were interviewed allowing the researcher to receive individual feedback about the social marketing materials and the SGNM intervention.

The data revealed: 1) students in the SGNM intervention group had a greater decrease in the average number of drinks consumed in a week, 2) students in the intervention group decreased the number of perceived drinks by their peers and 3) there was little change in student's reported alcohol related behaviors in either the control or intervention groups. In the interviews, students expressed that they noticed the social marketing flyers and enjoyed the SGNM intervention. They felt that the combined social norms and SGNM prevention efforts would assist students in thinking about their alcohol related behaviors and consumption, but would not stop students from drinking.

Date of Award	2005
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Charles G Eberly (Supervisor)