DeJong William, Schneider Shari Kessel, Towvim Laura Gomberg, Murphy Melissa J, Doerr Emily E, Simonsen Neal R, Mason Karen E, Scribner Richard A
Department of Social and Behavioral Sciences and Youth Alcohol Prevention Center, Boston University School of Public Health, Boston, Massachusetts 02118, USA.
Subst Abus. 2009 Apr-Jun;30(2):127-40. doi: 10.1080/08897070902802059.
A 14-site randomized trial tested the effectiveness of social norms marketing (SNM) campaigns, which present accurate student survey data in order to correct misperceptions of subjective drinking norms and thereby drive down alcohol use. Cross-sectional student surveys were conducted by mail at baseline and at posttest 3 years later. Hierarchical linear modeling was applied to examine multiple drinking outcomes, taking into account the nonindependence of students grouped in the same college. Controlling for other predictors, having a SNM campaign was not significantly associated with lower perceptions of student drinking levels or lower self-reported alcohol consumption. This study failed to replicate a previous multisite randomized trial of SNM campaigns, which showed that students attending institutions with a SNM campaign had a lower relative risk of alcohol consumption than students attending control group institutions (W. DeJong et al. J Stud Alcohol. 2006;67:868-879). Additional research is needed to explore whether SNM campaigns are less effective in campus communities with relatively high alcohol retail outlet density.
一项涉及14个地点的随机试验对社会规范营销（SNM）活动的有效性进行了测试，这些活动展示准确的学生调查数据，以纠正对主观饮酒规范的误解，从而减少酒精使用。在基线时以及3年后的测试后通过邮件进行横断面学生调查。应用分层线性模型来检查多种饮酒结果，同时考虑到同一所大学中分组学生的非独立性。在控制其他预测因素的情况下，开展SNM活动与对学生饮酒水平的较低认知或较低的自我报告酒精消费量没有显著关联。这项研究未能重复先前关于SNM活动的多地点随机试验，该试验表明，参加有SNM活动院校的学生比参加对照组院校的学生有更低的酒精消费相对风险（W. 德容等人，《酒精研究杂志》。2006年；67:868 - 879）。需要进一步研究来探索在酒精零售网点密度相对较高的校园社区中，SNM活动是否效果较差。
