| College Students' Estimation and Accuracy of Other Students' Drinking and Believability of Advertisements Featured in a Social Norms Campaign. | |
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MedLine Citation:
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PMID: 21298586 Owner: NLM Status: Publisher |
Abstract/OtherAbstract:
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Social norms campaigns, which are based on correcting misperceptions of alcohol consumption, have frequently been applied to reduce college students' alcohol consumption. This study examined estimation and accuracy of normative perceptions for students during everyday drinking occasions. Students who reported having 4 or fewer drinks underestimated the percentage of other students who had 4 or fewer drinks, while those who drank 5 or more drinks overestimated the percentage of other students who had 5 or more drinks. Believability of advertisements featured in social norms campaigns also played a crucial role in this process. Those who believed the ad more closely estimated alcohol consumption by their peers while ad believability moderated the relation between drinking behaviors and accuracy. |
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Authors:
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Hee Sun Park; Sandi W Smith; Katherine A Klein; Dennis Martell |
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Publication Detail:
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Type: JOURNAL ARTICLE Date: 2011-2-04 |
Journal Detail:
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Title: Journal of health communication Volume: - ISSN: 1087-0415 ISO Abbreviation: - Publication Date: 2011 Feb |
Date Detail:
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Created Date: 2011-2-7 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 9604100 Medline TA: J Health Commun Country: - |
Other Details:
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Languages: ENG Pagination: 1-15 Citation Subset: - |
Affiliation:
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Department of Communication, Michigan State University, East Lansing, Michigan, USA. |
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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