Miller Megan M, Brannon Laura A
a Graduate School, Kansas State University , Manhattan , Kansas , USA.
b Department of Psychological Sciences , Kansas State University , Manhattan , Kansas , USA.
Health Mark Q. 2015;32(4):297-312. doi: 10.1080/07359683.2015.1093877. Epub 2015 Nov 16.
College students were exposed to either a self-schema matched message (emphasizing how binge drinking is inconsistent with personal values) or a social norms message (highlighting the true normative drinking behavior of peers). As predicted, low self-monitors intended to drink significantly less alcohol if they received the self-schema matched message versus the social norms message, and high self-monitors intended to drink less if they received the social norms message versus a self-schema message. While previous research supports both techniques for marketing responsible college student drinking, the current results suggest that each method may be especially effective for certain audiences.
大学生们接触到的要么是与自我图式匹配的信息（强调酗酒如何与个人价值观不一致），要么是社会规范信息（突出同龄人真实的规范性饮酒行为）。正如所预测的那样，低自我监控者如果收到与自我图式匹配的信息而非社会规范信息，打算饮用的酒精量会显著减少；而高自我监控者如果收到社会规范信息而非自我图式信息，打算饮用的酒精量会减少。虽然先前的研究支持这两种促进大学生负责任饮酒的营销技巧，但当前的结果表明，每种方法可能对特定受众特别有效。
