August 13, 2004

Studies Find 'Social Norms' Strategy Reduces Drinking at Colleges

By ERIC HOOVER

Article: Helping Students Stay Clean and Sober

One reason Johnny quaffs all those beers on Friday nights is that he thinks most of his fellow students are drinking a lot, too. Prove to him that, in fact, many of his peers drink in moderation, and Johnny will pound fewer brews.

That is the thinking behind "social norms" marketing campaigns, which a growing number of colleges are using in an effort to curb high-risk

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