July 28, 2000
Colleges Use Peer Pressure to Encourage Healthy Behavior
'Social norms' marketing, first used against alcohol abuse, now focuses on smoking and sex
Everybody's doing it.
Most college students are, at least. The cool ones, anyway. They sure look happy about it, too.
In its latest advertising campaign, Gustavus Adolphus College says that most students choose not to smoke cigarettes. At James Madison University, most male students respect a woman's decision when she says no to sex. At Hobart and William
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