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TCNJ Social Norms / Misperceptions Campaign
The scientific theory (originally developed by Dr. Wesley Perkins) behind social norms misperceptions is that college students often overestimate what their peers see as an acceptable level of drinking behaviors. This overestimation causes a direct correlation to college students participating in heavier drinking habits. The idea behind a misperceptions campaign is to determine what the actual drinking "norm" is and to market this norm to college students through posters, promotional items, and other media campaigns. The desired outcome is a decrease in negative drinking (and other drug use) behavior. This method has been studied since 1986 and has proven to be a cost effective, realistic, and successful method in dealing with negative behaviors.
Sample advertisements and posters developed by ADEP:
For more information, please go to www.socialnorms.org
