EMA 2018

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Trabalhos Apresentados


Positive Effects of a Social Norm Marketing Campaign on Reducing Perception Bias and Alcohol Abuse among College Students


Informações

Código: EMA209
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 07 - Marketing e Sociedade

Autores

Kenny Basso (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) bassokenny@gmail.com
Vitor Francisco Dalla Corte (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) vitordallacorte@gmail.com
Carlos Costa (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) carlos.costa1@gmail.com
Bettina Grajcer (Agência Lynx de mkt de causas) bettina@lynx.ag
João Vicente Rosa de Souza (Curso de Administração/IMED - Escola de Administração da Faculdade Meridional) joaovsouza@gmail.com
Keitiline Ramos Viacava (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) keitiline.viacava@ufrgs.br

Resumo

Excessive alcohol consumption among college students is a major health concern. Students’s efforts toward adjusting to social norms through perceptive (i.e., descriptive) and acceptive (i.e., injunctive) behaviors may further contribute to the initiation and escalation of drinking amongst them. Seeking to mitigate these effects, the present study tested the effectiveness of a four-months on-campus social norm marketing (SNM) campaign targeted towards reducing alcohol abuse. Pre- and post-campaign alcohol consumption and social norms data, drawn from self-report questionnaires filled out by Brazilian college students, showed a lower perception bias regarding peer drinking patterns and a significant reduction in both the frequency and the quantity of alcohol consumed by students following the completion of the SNM campaign. Moreover, both descriptive and injunctive perceived norms were shown to predict drinking, although independency was not confirmed.

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