Lintonen T P, Konu A I
Tampere School of Public Health, 33014 University of Tampere, Finland.
Health Educ Res. 2004 Feb;19(1):64-70. doi: 10.1093/her/cyg010.
Adolescents tend to overestimate peer drinking; the resulting misperception of the social norm predicts the child's own future drinking. This study examined the misperception's relatedness to a person's drinking pattern in order to facilitate the segmentation of the audience for health education interventions. Adolescent Health and Lifestyle Survey (Finland) data on 14 year olds' drinking patterns and perceptions of peer drinking were gathered using self-administered mailed questionnaires in 1989 (N = 3105, response rate 77%), 1995 (N = 8382, 79%) and 2001 (N = 7292, 70%). The perceptions of peer drinking were significantly related to respondents' drinking patterns. Non-drinkers and those drinking recurrently until drunkenness held reasonably correct views of their peers' drinking. However, the segment between these two extremes comprising around half of the cohort incorrectly thought that their peers drank more; they misperceived the normative drinking pattern to be drunkenness. From health education perspective, three different target audiences can be identified: non-drinkers, moderate drinkers and heavy drinkers. The intermediate group, drinkers not normally getting drunk, holds the view most influenced by the social norm misperception and are likely to feel pressured to increase their drinking. The social norms marketing approach to health education should find this group the most viable target.
青少年往往高估同龄人饮酒的情况；由此产生的对社会规范的误解预示着孩子自己未来的饮酒行为。本研究调查了这种误解与个人饮酒模式的相关性，以便为健康教育干预措施的受众细分提供便利。1989年（N = 3105，回复率77%）、1995年（N = 8382，79%）和2001年（N = 7292，70%），通过自行邮寄问卷的方式收集了芬兰青少年健康与生活方式调查中关于14岁青少年饮酒模式及对同龄人饮酒看法的数据。对同龄人饮酒的看法与受访者的饮酒模式显著相关。不饮酒者和那些经常喝到醉酒的人对同龄人饮酒情况的看法较为正确。然而，处于这两个极端之间、约占该群体一半的人错误地认为他们的同龄人饮酒更多；他们将规范性饮酒模式误解为醉酒。从健康教育的角度来看，可以确定三个不同的目标受众：不饮酒者、适度饮酒者和重度饮酒者。中间群体，即通常不会喝醉的饮酒者，其观点受社会规范误解的影响最大，并且可能会感到有压力增加饮酒量。健康教育的社会规范营销方法应将这个群体视为最可行的目标。
