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dc.contributor.authorSmith, JR
dc.contributor.authorLouis, WR
dc.contributor.authorAbraham, C
dc.date.accessioned2017-07-19T07:52:15Z
dc.date.issued2017-08-17
dc.description.abstractObjectives: To test the effects of exposure to a campaign to discourage drinking alcohol drinks down in one gulp (“bolting”). Method: Laboratory experiments assessed the effects of exposure to (1) the campaign (Pilot Study; N=48), (2) the campaign combined with an injunctive norm message of explicit peer disapproval of bolting (Study 1; N=78), and (3) the campaign and a descriptive norm message of low prevalence of bolting (Study 2; N=96) on both normative perceptions of bolting and bolting intentions. Results: The Pilot Study showed that the campaign had no effect on norm perceptions or bolting intentions. In Study 1, the campaign was associated with higher, not lower, intentions to bolt drinks, an effect exacerbated by the injunctive norm information. Bootstrapping analyses of the indirect effects showed that participants perceived that bolting was more common when exposed to the campaign combined with the injunctive norm, and these negative descriptive norm perceptions were associated with stronger bolting intentions. In contrast, Study 2 showed that addition of the descriptive norm (i.e., low prevalence information) enhanced the effectiveness of the campaign. Conclusions: The results highlight the potentially harmful effects of exposure to an injunctive norm message of disapproval information and distinguish them from the beneficial impact of exposure to a descriptive norm message of low prevalence. The importance of pre-testing campaigns and providing process evaluations is discussed.en_GB
dc.description.sponsorshipThis research was supported by an Australian Research Council grant awarded to JS and WL (DP0877146). The work was partially funded by the UK National Institute for Health Research (NIHR) Collaboration for Leadership in Applied Health Research and Care of the South West Peninsula (PenCLAHRC; to CA) but the views expressed in this paper are those of the authors and not necessarily those of NIHR or the UK Department of Health.en_GB
dc.identifier.citationPublished online 17 August 2017en_GB
dc.identifier.doi10.1080/16066359.2017.1359572
dc.identifier.urihttp://hdl.handle.net/10871/28519
dc.language.isoenen_GB
dc.publisherTaylor & Francisen_GB
dc.rights.embargoreasonPublisher policyen_GB
dc.rights© 2017 Informa UK Limited, trading as Taylor & Francis Group
dc.subjectinjunctive normsen_GB
dc.subjectdescriptive normsen_GB
dc.subjectcampaignsen_GB
dc.subjectdrinking behavioren_GB
dc.subjectprocess evaluationen_GB
dc.titleWhen and how does normative feedback reduce intentions to drink irresponsibly? An experimental investigationen_GB
dc.typeArticleen_GB
dc.identifier.issn1606-6359
dc.descriptionThis is the author accepted manuscript. The final version is available from Taylor & Francis via the DOI in this record.en_GB
dc.identifier.journalAddiction Research and Theoryen_GB


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