Word: drinkingness
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The enforcement of minimum drinking age laws should go beyond catching individual offenders and should ensure that establishments do not profit from such sales.
Why is social norms marketing one of the most popular alcohol prevention programs on college campuses today? It is appealing in part because of its positive, non-threatening approach. College administrators like it because the main message is that drinking is not as big a problem on campus as people...
Social norms programs downplay the level of drinking on campus and, in the process, de-emphasize the negative consequences of heavy drinking while normalizing drinking in general. This probably explains why two measures of lighter drinking actually went up at social norms schools—indicating that some abstainers took...
Heavy alcohol use is the leading threat to the health of college students, not only for the heaviest drinkers, but also for all college students—including those that abstain. Research has shown that students who do not binge drink experience many “secondhand effects�...
Additional research is needed on the impact of social norms marketing before it is taken up by more colleges. In the meantime, colleges need to adopt approaches that are more comprehensive—even if less convenient—to curb the problem of heavy drinking. These approaches should also...