ADDICTION: MOM - Social

Question 1

Addiction: Social MOM

Answer 1

Social Norms Marketing

Question 2

Social Norms Marketing Overview

Answer 2

If an overestimation of the inscriptive and descriptive norms of drinking behaviour leads students to consume more alcohol then it may be possible to design interventions to help combat this.

Question 3

Social Norms Marketing Aims

Answer 3

Social Norms Marketing aims to change students’ perceptions of their peers drinking habits through the use of mass media and other communication techniques

• Adverts focus on providing information such as statistics on how much students typically drink
  
  • The hope is that by giving students more accurate information it will help combat the overestimation of social norms

Question 4

Social Norms Marketing - Moore et al.

Answer 4

Used beer mats, leaflets and posters displaying information targeting inscriptive and descriptive norms

• Used phrases such as ‘Those around you are drinking more than you think: Students overestimate what others are drinking by 44%’
• Follow-up surveys found that those who recalled the materials reported lower perceived norms than those who didn’t
• 😟 Effects on actual drinking behaviour is unclear