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Resources & References
Higher Education Center Social Norms and Social Marketing Resources
Catalyst (Winter 2006, Volume 7, Number 2)U.S. Department of EducationÃs Higher Education Center for Alcohol and Other Drug Abuse and Violence Prevention .
This issue of Catalyst focuses on college students and other drugs. Articles address the use of both illegal and prescription drugs on college campuses, as well as how campuses can work to prevent and reduce use of other drugs.
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College Student Misperceptions of Alcohol and Other Drug Norms Among Peers: Exploring Causes, Consequences and Implications for Prevention Programs
H.W. Perkins, Hobart and William Smith Colleges.
This paper applies attribution theory and peer socialization theory to an analysis of peer group influence and to misperceptions of peer norms among college students.
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http://www.edc.org/hec/pubs/theorybook/perkins.html
Environmental Management: An Approach To Alcohol And Other Drug Prevention
William DeJong.
This publication highlights the limitations associated with most campus AOD programs presenting the argument for the necessary environmental modifications and associated success.
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http://www.edc.org/hec/pubs/prev-updates/em101.html
Media Advocacy and Public Health: Power for Prevention
Wallack, L., Dorfman, L., Jernigan, D., and Makani, T., Newbury Park, CA: Sage Publications, (1993).
To access this article: Available for sale directly from the publisher.
This book provides information about using media advocacy to promote healthy behaviors.
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http://www.sagepub.com/book.aspx?pid=2618
A Multifaceted Social Norms Approach to Reduce High-Risk Drinking: Lessons from Hobart and William Smith Colleges
H. Wesley Perkins and David W. Craig.
This is a case study of the Hobart and William Smith Colleges Alcohol Education Project.
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http://www.edc.org/hec/pubs/hws.html
A Practical Guide to Alcohol Abuse Prevention: A Campus Case Study in Implementing Social Norms and Environmental Management Approaches
K. Johannessen, C. Collins, B. Mills-Novoa, and P. Glider.
This is a case study of the University of ArizonaÃs alcohol and other drug prevention efforts.
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http://www.edc.org/hec/pubs/uofacasestudy.pdf
Reflections on Social Norms Marketing
William DeJong.
This brief article discusses the evolution of social norms marketing as a prevention tool, as well as some criticism from the field
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http://www.edc.org/hec/pubs/catalyst17.html#7
Scare Tactics
William DeJong.
This Prevention Pipeline discusses the ineffectiveness of using ìscare tacticsî in media campaigns.
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http://www.edc.org/hec/pubs/articles/scare-tactics.html
Scope of the Problem: Misperceptions of Alcohol and Drugs
H. Wesley Perkins.
This article from the Higher Education Center's newsletter, Catalyst, provides an overview of the research in the field of social norms.
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http://www.edc.org/hec/pubs/catalst3.htm
Social Marketing for Prevention
This Prevention Update provides a two-page primer on social marketing, including the basic principles, keys to a successful social marketing program, and tips on how to get started. Also included in the Update are a few case examples for review.
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http://www.edc.org/hec/pubs/prev-updates/socialmarketing.html
Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems
Robert Zimmerman.
This publication represents one piece in a comprehensive approach to AOD prevention at institutions of higher education. The concepts and approaches it describes should be viewed in the broader context of prevention theory and the approaches affirmed by the U.S. Department of Education and promoted by the Center in its training, technical assistance, publication, and evaluation activities.
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http://www.edc.org/hec/pubs/soc-marketing-strat.html
Social Norms and Social Marketing
This resource provides an overview of the social norms approach, as well as useful tips and resources for developing a social norms marketing campaign.
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http://www.edc.org/hec/socialnorms/
A Social Norms Approach to Preventing Binge Drinking at Colleges and Universities
M. P. Haines.
This publication describes a campus-based mass media program aimed at changing student perceptions of the drinking habits of their fellow students.
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http://www.edc.org/hec/pubs/socnorms.html
The Social Norms Approach: Theory, Research and Annotated Bibliography
Alan D. Berkowitz, Ph.D., Independent Consultant, Trumansburg, N.Y..
The primary purpose of this paper is to summarize what is known about social norms by reviewing the published research literature on the social norms model, rather than to provide advice on how to conduct an intervention. For advice on implementation strategies and successful case studies there are a number of important resources included.
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http://www.edc.org/hec/socialnorms/theory.html
Telling It like It Is: Using Social Norms Marketing Campaigns to Reduce Student Drinking
William DeJong and Jeff Linkenbach.
This is an overview of social norms marketing campaigns designed to reduce student drinking.
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http://www.edc.org/hec/pubs/articles/tellingit.html
Social Norms and Social Marketing Resources
Applications of social norms theory to other health and social justice issuesBerkowitz, AD..
This article discusses the application of social norms theory to health issues other than alcohol abuse.
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http://www.rit.edu/~300www/helenbader/pdfs/norms_applications.pdf
Challenging College Alcohol Abuse (CCAA)
SAMSHA Model Programs.
This site describes the CCAA program, which is a social norms and environmental management program that reduces high-risk drinking and related negative consequences in college students (18 to 24 years old).
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http://modelprograms.samhsa.gov/pdfs/FactSheets/Challenging%20CAA.pdf
CSAP Technical Assistance Bulletins (TABS)
This is a list of Center for Substance Abuse Prevention (CSAP) Technical Assistance Bulletins, including materials about campaign development and testing.
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http://store.health.org/catalog/results.aspx?h=drugs&topic=101
In some cases, we aren't able to provide a direct link to the full text of this resource or reference. We can, however, offer advice on how to access this item directly through various channels, such as the web or your local or institution library.
Frequently Asked Questions about the Social Norms Approach
The National Social Norms Resource Center.
This document answers questions about the social norms approach and provides the reader with an extensive resource list for research and further reading.
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http://64.233.161.104/custom?q=cache:r2FlKEy9DxoJ:www.socialnorm.org/faqspdf.pdf+%22faqspdf.pdf%22&hl=en&ie=UTF-8
From reactive to proactive prevention: Promoting an ecology of health on campus
Greenwood Press.
This chapter provides a basic overview of social norms theory, relevant research, and examples.
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http://health-books-online.net/0313293104.html
A Guide to Marketing Social Norms for Health Promotion in Schools and Communities
Haines, M., Perkins, H.W., Rice, R., Barker, G., The National Social Norms Resource Center, (2004).
This is the first of two guidebooks to be issued by the National Social Norms Resource Center. This edition is the first comprehensive, step-by-step manual designed especially for those who are interested in using the social norms approach to address school-age and community-wide issues.
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http://www.socialnorms.org/pdf/Guidebook.pdf
How We Can Prevent Sexual Harassment and Sexual Assault
Berkowitz, A.D., EducatorÃs Guide to Controlling Sexual Harassment, (1998).
This article provides an overview of how social norms can impact sexually harassing behavior.
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http://www.thompson.com/libraries/grantmanage/sink/index.html
Most of Us
The Social Norms Network.
This social norms virtual community allows guests to discuss social norms issues in online forums with other likeminded professionals.
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http://communities.mostofus.org/
A response to ìA National Evaluation of Social Norms Marketing Interventionsî
Berkowitz, AD, PaperClip Communications.
This article is a response to the Wechsler et al. study, ìA National Evaluation of Social Norms Marketing Interventionsî published in the Journal of Studies on Alcohol.
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http://www.socialnorms.org/PressRoom/berkowitz.php
The Social Police: Following the Law, Because YouÃd Be Too Embarrassed Not To
Rosen, J., The New Yorker, (1997).
This is an article about the influences of and interactions between social norms and the law.
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http://www.healthed.msu.edu/snc/police.htm
General Resources
A Call to Action: Changing The Culture Of Drinking At U.S. CollegesNational Institute on Alcohol Abuse and Alcoholism (NIAAA).
This report outlines the dramatic effects of high-risk drinking on college and university campuses and presents a series of recommendations for effective prevention.
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http://www.collegedrinkingprevention.gov/Reports/TaskForce/TaskForce_TOC.aspx
Environmental Strategies to Prevent Alcohol Problems on College Campuses
Deborah Fisher.
This booklet describes environmental approaches to controlling alcohol abuse on college campuses. It highlights strategies used and provides a detailed explanation and a list of ideas to carry out that strategy.
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http://www.udetc.org/documents/EnviroStrat.pdf
Reducing Underage Drinking: A Collective Responsibility
Institute of Medicine (IOM) and National Research Council.
The National Academy of Sciences (NAS) report to Congress reviews existing strategies and programs to combat underage drinking and makes numerous recommendations for a comprehensive, national plan to prevent underage alcohol use. It explores the ways in which many different individuals and groups contribute to the problem and how they can be enlisted to prevent it.
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http://www.nap.edu/books/0309089352/html/
