H. Wesley Perkins, Jeffrey W. Linkenbach, Melissa A. Lewis and Clayton Neighbors
Addictive Behaviors
Volume 35, Issue 10, October 2010, Pages 866-874
Abstract
This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans…
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