TABLE OF CONTENTS
Technical Report Documentation Page
List of Figures and Tables
Abstract
Executive Summary
I. Introduction and Background
II. A New Approach to Prevention
The Social Norms Approach to Prevention
Perceptions and Social Norms
Misperceptions of Actual Norms: The Hidden Risk Factor
Causes of Misperceptions
Consequences of Misperceptions
The Science of the Positive versus Fear Tactics
III. The Montana Social Norms Project
The Montana Model of Social Norms Marketing
Montana Young Adult Phone Survey
An Initial MOST of Us Prevent Drinking and Driving Campaign
IV. A High-Intensity Social Norms Media Intervention
Establishing an Experimental Design
Selecting the Campaign Target Area
Sampling Frame Selection, Survey Methodology, & Collection of Data
Selection of Message
Media Placement and Exposure
V. Results of the Media Intervention
Evaluating a Social Norms Media Campaign
Social Norms Campaign Message Exposure
Unprompted Recall
Prompted Recall
Campaign Impact on Perceived Norms of Peers
Campaign Impact on Personal Attitudes and Behaviors
VI. Discussion of Results
VII. Conclusions and Implications
VIII. Recommendations for Future Research
IX. Appendix: Montanans Are Ready for a .08 BAC Law by Jeff Linkenbach
X. References
Acknowledgements
Author Notes
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