Experimental Test of Social Norms Theory in a Real-World Drinking Environment.

In a study published in the September, 2012, issue of the Journal of Studies on Alcohol and Drugs, researchers tested the effectiveness of social norm modification among nearly 3,000 participants. The participants, who were headed to bars and nightclubs in Tijuana, Mexico, were randomly assigned to one of nine social norms regarding drinking. After their visit to the bars, they were interviewed again and underwent a breathalyzer test. Researchers found that participants whose perceptions of social drinking norms were changed consumed less alcohol than participants who were not exposed to changed perceptions of social norms.

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