University of Rhode Island

Interactive Social Norms Correction for First Year Students

Project Description

In the Fall of 2000, 22 experimental and 23 control sections of a mandatory freshman first semester course were randomly selected for a test of the interactive social norms approach targeting high-risk drinking among first-year college students. Pretest baseline data on use patterns and perceptions of use clearly indicated misperceptions of use. Interactive social norms presentations were made to the treatment classes, the goal of which was to decrease misperceptions and thereby reduce the level of high-risk drinking and associated negative consequences for the treatment classes.

Funding Source

Department of Education

Project Objective

Three objectives were identified. They were to validate that interactive social norms feedback is effective at:
  1. Correcting misperceptions of high-risk drinking among first-year students;
  2. Reducing the level of high-risk drinking among first-year students; and
  3. Reducing the level of negative consequences associated with high-risk drinking among first-year students.

Primary Normative Message

"The most common perception of the amount first-year students drank was 5 to 6 drinks, while the most common response was that they do not drink."

Marketing Method Employed

Classroom-based interactive approach using male and female graduate students and professional staff.

Evaluation

Collection and analysis of summer orientation (n=1728, 74% of freshmen) yielded baseline data. In addition, 905 pretest, week-one surveys and 769 posttests were collected from the 45 class sections.

Project Results

Preliminary findings indicate that intended outcomes have been met. Data indicate that:
  1. The experimental group's perceptions of use decreased while the control group's perceptions remained the same.
  2. High-risk drinking levels decreased by about ½ drinks per week within the experimental group, whereas the drinking levels in the control group increased by more than 2 drinks per week.
  3. The amount of risky behavior in the experimental group decreased, whereas the amount of risky behavior in the control group increased from pretest to posttest.

Principal Investigator

Dan Reilly
Director of Substance Abuse Prevention Services
Office of Student Life
University of Rhode Island
330 Memorial Union
Kingston, RI 02881
Tel 401.874.5413
Email [email protected]

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