Author's Keywords: Campaign, social norm, attitude, perceived norm	Convention All Academic Convention can solve the abstract management needs for any association's annual meeting. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p13235_index.html Direct Link: HTML Code:

Jung, Taejin., Fitzgerald, Megan. and Wang, Xiao. "The Effects of College Alcohol Campaigns and College Students� Intention to Consume Alcoholic Beverage" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p13235_index.html>

Jung, T. , Fitzgerald, M. P. and Wang, X. "The Effects of College Alcohol Campaigns and College Students� Intention to Consume Alcoholic Beverage" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p13235_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: Following the rational of the social norm approach to college students� drinking behavior, which states that students overestimate their fellow students� support of permissive drinking behaviors, and that this overestimation correlate with college students� own drinking behaviors, colleges confidently applied the methods to reduce campus alcohol consumption. The integrated health model was used as a framework for this research to evaluate effectiveness of the college alcohol campaign at a southeast research university. The 132 participants were randomly sampled from an undergraduate registration list and an online survey was employed. Intention to drink alcohol was negatively associated with attitude toward the harmful effects of alcohol, but positively associated with perceived approval from significant others. Students who perceived the ability to exercise control over motivation are less likely to drink excessively in the near future. Consistent with the pluralistic ignorance assumption, students believed that other students are more comfortable than they are with alcohol consumption on campus. However, the social norms campaign had minimal impact on students� estimation of friends� drinking behaviors and showed no significant relationship with self-reported intention to consume alcohol.

College Students� Estimation and Accuracy of Other Students� Drinking: Believability of Advertisements Featured in a Social Norms Campaign

An Individual Difference Approach to Understanding Communication Campaign Effects: Self-Monitoring, Perceived Message Effectiveness, and Perceived Media Influence

Social Distance, Perceived Drinking by Peers, and Alcohol Use by College Students

Injunctive and Descriptive Social Alcohol Norms and Drinking Among College Students