TY  - JOUR
PY  - 2015//
TI  - Influencing college student drinking intentions with social norms and self-schema matched messages: differences between low and high self-monitors
JO  - Health marketing quarterly
A1  - Miller, Megan M.
A1  - Brannon, Laura A.
SP  - 297
EP  - 312
VL  - ePub
IS  - ePub
N2  - 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.<p />  <p>Language: en</p>
LA  - en
SN  - 0735-9683
UR  - http://dx.doi.org/10.1080/07359683.2015.1093877
ID  - ref1
ER  -