black letter on yellow background rectangle.
Posted in message framing social marketing social norm theory

Social norms based messages to reduce high-risk drinking

In 1989, Northern Illinois University wanted to reduce students’ high-risk (binge) drinking behaviour. At the time, the university housed 23,000 students. Its researchers adopted the social norms theory to craft messages for their social marketing campaign. This post discusses their steps. The contents of this post are from Michael Haines’s…

Continue Reading...