1 / 29

Application of Social Norms Marketing Principles to Responsible Retailing

Application of Social Norms Marketing Principles to Responsible Retailing. William DeJong, Ph.D . Professor, Boston University School of Public Health Director, Higher Education Center for Alcohol and Other Drug Prevention. March 31, 2005. Social Norms.

tanner-mcclure
Download Presentation

Application of Social Norms Marketing Principles to Responsible Retailing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Application of Social Norms Marketing Principles to Responsible Retailing William DeJong, Ph.D. Professor, Boston University School of Public Health Director, Higher Education Center for Alcohol and Other Drug Prevention March 31, 2005

  2. Social Norms • People hold beliefs about the behavior that is expected of them in particular social contexts (injunctive norms) • These beliefs are partly based on information about others’ behavior (descriptive norms) • Perceptions of social norms are often a goodpredictor of behavior

  3. Misperception of Student Drinking Norms Students have exaggerated views of how much other students drink Students perceive greater normative expectations to drink

  4. Social Norms Marketing… Use Campus-Based Media to Correct the Misperception Decrease in perceived normative expectations to drink Decrease in alcohol consumption

  5. Social Norms Marketing Campaign Posters Newspaper Ads Emails Group Trainings Contests Awareness of Message  Acceptance of Message  More Accurate Perception of Peer Drinking Reduction in Perceived Normative Expectations to Drink Increase in Behavioral Intentions to Reduce Alcohol Consumption Reduction in Alcohol- Related Problems DUI Unsafe Sex Assaults Date Rape Property Damage Academic Problems Injuries Reduction in Alcohol Consumption

  6. Social Norms MarketingResearch Project National Institute on Alcohol Abuse and Alcoholism (NIAAA) & U.S. Department of Education R01 AA 12471

  7. Study Timeline: Cohort A Year 1 (1999-00) Year 2 (2000-01) Year 3 (2001-02) Year 4 (2002-03) Year 5+ (2003-04) All Schools Survey of College Alcohol Norms and Behavior Contextual data collection Experimental Schools (9) Just the Facts Implementation Control Schools (9) Just the Facts Implementation

  8. Number of Drinks Per Week:Actual Vs. Perceived (Experimental Schools) Misperception holds across all schools Source: SCANB 2000, Cohort A Experimental Group Schools

  9. Number of Drinks When “Party”: Actual Vs. Perceived (Experimental Schools) Misperception holds across all schools Source: SCANB 2000, Cohort A Experimental Group Schools

  10. SNM Message Guidelines • All campaign messages must be targeted to the entire undergraduate population • Campaign messages must: • Convey information about a behavior typical of a majority of students • Correct an identified student misperception • Be simple statements of fact (i.e., should not have a judgmental or moralistic tone)

  11. SNM Message Guidelines(cont’d) • Campaign materials must include: • Normative message • Campaign logo • Identification of the source of information (survey, date) • Drink equivalency line (i.e., “1 drink = 12 oz. beer = 4 oz. wine = 1 oz. liquor) • Print advertisements should include an eye-catching photograph

  12. Campaign Messages* Number of Schools [NAME] students have 0-5 drinks when they party. [NAME] students have 0-5 drinks a week. [NAME] students have 0-4 drinks when they party. [NAME] students have 0-4 drinks a week. [NAME] students have 0-3 drinks when they party. [NAME] students have 0-3 drinks a week. 1 0 5 1 1 1 *Alternative wordings: [NAME] students have # or fewer drinks when they party. [NAME] students have # or fewer drinks a week.

  13. Media Plan • Reach at least 50 percent of under-graduate students at least twice a month • Deliver messages through: • Traditional print media venues (e.g., posters, flyers, newspaper ads) • Other free and low-cost venues (e.g., electronic venues, presentations, newsletters)

  14. Survey Response Rates Response rates are similar to those of other national and school surveys of college alcohol use • Year 1 (2000): 53.1% (Baseline) • Year 2 (2001): 58.4% • Year 3 (2002): 57.7% • Year 4 (2003): 57.4% • 5,308 returned surveys • Response rates at individual schools ranged from 44.1% to 70.0%

  15. Outcome Variable Treatment Group Control Group 2000 n=1,515 M (SD) 2003 n=1,536 M (SD) 2000 n=1,406 M (SD) 2003 n=1,365 M (SD) Perception Index -.10 (3.63) -.15(3.81) -.19(3.81) .35 (4.05)

  16. Greatest number of drinks on one occasion in past two weeks Outcome Variable 3.57 (4.57) Treatment Group 3.95 (4.86) 3.44 (4.39) Control Group 4.30 (5.17) 2000 n=1,515 M (SD) 2003 n=1,536 M (SD) 2000 n=1,406 M (SD) 2003 n=1,365 M (SD) BAC for greatest number of drinks on one occasion in past two weeks .0830(.0979) .0859(.1023) .0804(.0911) .0945(.1072) Drinks when students party 3.30(3.34) 3.57(3.48) 3.20(3.26) 3.85(3.70) Drinks per week 4.67(7.92) 4.62(8.00) 4.61(7.93) 5.24(8.43)

  17. Treatment x Time Interactions • Greatest number of drinks on one occasion in past two weeks (n=4,603) • p = .0018 • BAC for greatest number of drinks on one occasion in past two weeks (n=3,877) • p = .0178 • Drinks consumed when students party (n=4,622) • p = .01 • Drinks consumed per week (n=4,793) • p = .05 • Number of occasions alcohol was consumed in the past 30 days (n=4,595) • p = .94

  18. Stay Tuned … Cohort B Replication Study 14 Colleges and Universities Integrated Analysis 32 Colleges and Universities Alcohol and Policy Environment (Richard Scribner, LSU) Hypothesis: SNM less effective in alcohol-intensive environments

  19. Responsible Retailing Environment Do alcohol servers misperceive the social norms in their business community? * * * If so, could a social norms marketing campaign increase the practice of responsible beverage service?

  20. Iowa TIPS(Training for Intervention Procedures) • 20 TIPS sessions sponsored by the Iowa ABD (Alcoholic Beverages Division), August 2004 • Anonymous pre-training survey of bartenders, servers, managers, and other staff • Results reported for 200 randomly selected surveys (out of 639 completed)

  21. Perceptions of Norms • Always inspect IDs when serving alcohol • Self: 61.7% • Other Servers: 32.7% • Always refuse to serve a customer without a valid ID • Self: 71.4% • Other Servers: 42.2%

  22. Social Norms Campaign for Alcohol Retail Clerks(in progress) Jacksonville, Florida Convenience Stores Liquor Stores Are clerks invested enough in their jobs to care what other clerks in the community are doing?

  23. Parenting Norms Do parents misperceive the social norms in their community? * * * If so, could a social norms marketing campaign increase health-protective parenting practices?

  24. Parent SurveyMontana Social Norms Project • Mailed survey to a randomly selected sample of Montana households with at least one child age 12-17 • Confidential responses • Results reported for 787 surveys (response rate = 27%)

  25. Perception of Norms • Always know when their teenage children do not come home on time • Self: 86% • Typical Montana Parent: 6% • Always know where their teenage children are and whom they are with • Self: 57% • Typical Montana Parent: 1%

  26. Perception of Norms • Extremely concerned if their teenage children skipped school 1-2 times during semester • Self: 60% • Typical Montana Parent: 15% • During the past 30 days, talked with their teenage children about family alcohol rules • Self: 57% • Typical Montana Parent: 38%

  27. The Retail Environment:A Venue for General Education Messages(Waukesha, WI) • Do parents and other adults misperceive social norms regarding: • not purchasing alcohol for minors? • not furnishing alcohol to minors at home? • If so, could an effective social norms marketing campaign directed to the general public be mounted through retail outlets?

  28. Conclusions • Social norms campaigns hold promise for reinforcing or even increasing the positive choices being made by the majority • Further research on the value (and limits) of this approach is warranted

More Related