Social Norms Approach for Reducing College Alcohol Consumption

Young people have always been more inclined to follow trends even if a certain trend involved the abuse of harmful substances. It often happens for some to believe that it is perfectly normal for them to follow a certain trend, considering that it is presumably fashionable at the time. Social norms refer to the way in which a certain group behaves, depending on the attitudes that its members have.

In general, individuals prefer to think that they are different, and that their personalities cannot be molded easily. In reality, the behavior of most people is influenced by various factors like the media, social norms, and all kinds of practices.

As they are part of a social group, students are easily influenced by what happens in the respective group. Drinking, for example, is a practice frequently encountered among students, as they consider the act to be perfectly normal for someone in their condition.

False beliefs are a common thing among students, and, if one pays attention to the media, he or she would also be inclined to believe numerous stories regarding to student life.

Studies and surveys have succeeded in proving that most stories about students are actually lies. After the respective studies have been made public, specialists have observed that students have begun to abandon practices which involved harmful substances.

Social norms programs have proved to be successful in reducing harmful substances abuse among students. While most typical anti-alcohol programs involve propaganda intended to scare people, social norms programs succeed in achieving their goal through telling the truth.

Works cited:

1. Hanson, David J. "Social Norms Marketing:

Facts & Information." Retrieved June 4, 2009, from the WWW2 Web site: http://www2.potsdam.edu/hansondj/youthissues/1119834534.html

2. (2005). "How to Reduce High-Risk College Drinking: Use Proven Strategies, Fill Research Gaps." Retrieved June 4, 2009, from College Drinking Prevention Web site: http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/Panel02/KeyResearch_02.aspx

(2005). "How to Reduce High-Risk College Drinking: Use Proven Strategies, Fill Research Gaps." Retrieved June 4, 2009, from College Drinking Prevention Web site: http://www.collegedrinkingprevention.gov/NIAAACollegeMaterials/Panel02/KeyResearch_02.aspx

Hanson, David J. "Social Norms Marketing: Facts & Information." Retrieved June 4, 2009, from the WWW2 Web site: http://www2.potsdam.edu/hansondj/youthissues/1119834534.html