This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health.

Objectives This research examined gender-specific perceptions of peer seat belt use norms among high school students and their relationship with one’s own seat belt use. We expected that students would underestimate the seat belt use of their peers and that these perceptions would be positively associated with their own seat belt use. Methods High school students from 4 schools (N = 3348; 52% male) completed measures assessing perceived seat belt use and personal seat belt use. Results Findings demonstrated that students perceived that others engaged in less seat belt use than they do and that perceived norms were positively associated with one’s own seat belt use. Conclusions Peer influences are a strong predictor of behavior, especially among adolescents. Ironically, adolescents’ behaviors are often influenced by inaccurate perceptions of their peers. This research establishes the presence of a misperception related to seat belt use and suggests that misperception is associated with own behaviors. This research provides a foundation for social norms–based interventions designed to increase seat belt use by correcting normative misperceptions among adolescents.

No abstract

Per capita alcohol consumption, teen drinking, and alcohol-involved traffic fatalities show declines ranging from 16% to 40% since their peaks around 1980. This article examines how beverage prices, the minimum legal drinking age (MLDA), population aging, and teen attitudes contributed to the declines. Two policy variables that have garnered much attention-taxes and the MLDA-appear to have played a minimal role. Alcohol prices declined, which encouraged more drinking rather than less, and large Federal excise tax increases occurred after much of the decline had already taken place. Increases in the legal drinking age account for only a fraction of the declines in teen drinking and traffic fatalities. Changes in the age distribution of the population can account for a substantial fraction of the decline in per capita consumption, but not the decline in teen drinking. Heightened anti-alcohol sentiment among high school seniors has played an important role in the decline in youth drinking. Educational programs and increased penalties/stiffer enforcement of driving under the influence laws probably contributed to the declines, but wide-ranging estimates make a quantitative assessment uncertain. Future research must account for complex social environments.