Multi-Site, Multi-Year Evaluation of Social Norms Marketing Campaigns

Theoretical Background and research questions/hypothesis: Social norms marketing campaigns are among the most common interventions to decrease high risk drinking and associated negative consequences among college students. Related to the Theory of Planned Behavior, social norms theory posits that many people over-estimate the prevalence of negative behaviors and under-estimate the prevalence of positive behaviors among their peers. Correcting these normative misperceptions can decrease negative behaviors and/or increase positive behaviors. This presentation addresses the effectiveness of social norms marketing campaigns in real world conditions based on longitudinal changes in three measures (normative perceptions, personal drinking and alcohol-related negative consequences).

Methods: Five universities conducted annual media campaigns to correct misperceptions of student drinking, following a prescribed methodology for development and implementation. All data is from the American College Health Association’s National College Health Assessment (ACHA-NCHA) from 2002 through 2009, administered in the spring to random samples of students at each university. Sample sizes at each university vary from n=326 to n=1254 per year. A linear mixed effects model is used to examine changes in normative perceptions and personal drinking, by year and school and controlling for demographic changes across the years. Stratified chi Square analyses examine change in each of seven negative consequences.

Results: For changes in perception, the Type III tests of fixed effects was significant for year (F=37,59, df=7/21364.14, p<.001) and school (F=18.1, df=4/183.66, p<.001). For changes in personal drinking, the Type III tests of fixed effects was significant for perceptions (F=190.8, df=1/27.07, p<.001), year (F=11, df=7/8043.17, p<.001) and school (F=30.47, df=4/6046.95, p<.001).All schools had statistically significant (p<.001) sustained decreases in normative misperceptions. Four of the five had significant sustained decreases in personal drinking. Three schools had a significant decrease in at least one of seven negative consequences of drinking; one school had significant decreases in all seven. These results are categorized using a logic model for social norms marketing interventions. The presentation includes graphical displays to guide interpretation of the statistical findings.

Conclusions: ACHA-NCHA data from eight years of social norms marketing campaigns at five diverse universities supports the conclusion that social norms marketing campaigns contribute to decreasing normative misperceptions, decreasing hazardous drinking and the associated negative consequences.

Implications for research and/or practice: This study provides health educators with important information on how effective social norms marketing is likely to be in the absence of a stringent research design. Additionally, the presentation includes tools to assist in the development, implementation and evaluation of social norms interventions.