This variation may be a result of the timing of the two surveys. In summary, we have slightly fewer bingers than the national norm . During the 1996-97 school year, we conducted a normative advertising campaign in an effort to reduce excessive drinking by our students. Normative advertising targets the perceptions of students. What is known about college drinking is that students perceive the level of drinking by their peers to be much higher than it actually is.
Normative advertising uses positive, local statistics about the drinking norm.
The hope is that students will then reduce their drinking from the perceived amount. NIU relied primarily on its daily paper for advertising. At ETSU it was necessary to use poster boxes located throughout campus in conjunction with newspaper ads. Our students knew the advertised statistics but did not believe them. This was determined through follow-up research using student focus groups.