A Case Study Examination of Social Norms Marketing Campaign to Improve Responsible Drinking

Marianne McGarry Wolf, Allison Dana, Mitchell J. Wolf and Eivis Qenani Petrela

Journal of Food Distribution Research, 2012, vol. 43, issue 01, 7

Abstract: This research discusses the use of social norms marketing to improve responsible drinking among college students. It was observed in each year of research that students studied overestimated their peers’ drinking practices. During the social norms marketing campaign decreases were observed in both students’ self-reported number of drinks consumed and perceived number of drinks consumed by peers at bars or parties, indicating that the social norms marketing efforts were somewhat successful. In addition, students reported drinking less alcohol over a shorter period of time. However, some negative behaviors related to drinking did not improve.

Keywords: Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:139461

DOI: 10.22004/ag.econ.139461

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