Analysis of the Impact of a Social Norms Campaign on the Alcohol
Use of Undergraduate Students at a Public, Urban University
Amanda B. Wattenmaker
Advisor: C .M.G. Buttery, MBBS, MPH
Preceptor: Linda C. Hancock, FNP, MSN, PhD
Objective: To conduct a secondary analysis of survey data collected at a large, urban university assessing for change in student’s alcohol use perceptions and behaviors between 2002 and 2004. The analysis was requested by the campus. After the baseline data collection in 2002, the campus launched an intensive media intervention to normalize low-risk drinking. Simultaneously, the campus shifted from being a primarily commuter to primarily residential.
Methods: This cross-sectional analysis used data collected from students in randomly selected undergraduate classes in February 2002 (n= 662) and 2004 (n=1334). The survey instrument used was the National College Health Assessment. Variables were categorized as demographic, alcohol perception, and alcohol related behavior. Because the media intervention targeted undergraduate students, decisions were made to limit analysis to traditional undergraduate students (18-24 years old). To eliminate extreme outliers, students who reported drinking over 25 drinks per sitting were also eliminated. Frequency tables were constructed and patterns assessed. Independent samples t-tests and Pearson correlation coefficients were also calculated.
Results: Consistent with the literature review, this study confirmed the existence of alcohol use misperceptions. The percent of the sample reporting accurate low-risk use perceptions increased from 34.8% in 2002 to 52.8% in 2004. Despite correcting misperceptions, this study failed to document a decrease in high risk alcohol use and harm. Independent samples t-tests calculations revealed a statistically significant change in perception (t=6.49; p<.001) but not in consumption. A Pearson correlation coefficient was calculated on number of drinks and perception of drinking confirmed what has been found in other studies. Calculations reveal that drinking is positively correlated with perception of drinking (2002 r=.428, p=.01; 2004 r=.335, p=.01).
Conclusions: This study adds to the body of literature that documents misperceptions are positively correlated with heavy drinking. In addition, the review of the literature suggests that residential campuses have higher consumption rates than commuter campuses. In light of the 25% increase in residence hall space that occurred at this campus, one might have predicted that alcohol consumption should have increased. It is possible that no change was beneficial change. The planning and implementation phases of social norms campaigns on college and university campuses must take into account changes to the campus environment and changes in the student population demographics.
