October 2, 2000
A Response to the September 2000 issue of the
Journal of American College Health
A statement issued by Michael Haines, Director of the National Social
Norms Resource Center, in reaction to the articles and editorials in
the September 2000 issue of the Journal of American College Health.
Mr. Haines addresses Henry Wechsler's assertion that the existence of
pervasive exaggerated misperceptions is a "myth," and comments
extensively on the findings of Carter, Kahnweiler, Thombs and Werch
that social norms approaches failed to change behavior in their various
Study Confirms College Students Perceptions of Campus Drinking Rates are Inaccurate
A press release by the Higher Education Center for Alcohol and Other
Drug Prevention regarding the results of a new national study confirming
that college students overestimate the amount of alcohol consumed by
Press Releases & Opinion Pieces (1999)
Telling It Like It Is: Using Social Norms Marketing Campaigns to Reduce Student Drinking
By William DeJong, Ph.D., and Jeff Linkenbach, Ed.D.
Published in the December 1999 issue of the Bulletin of the American
Association of Higher Education, this article provides an excellent
overview of the theoretical basis of the social norms approach, discusses
several successful social norms marketing campaigns, explores the implications
of the social norms approach for college administrators, and explains
why the term "binge drinking" is inaccurate and misleading
for those who work in the field of health promotion.