Abstract
This research evaluated the impact of the Positive Community Norms (PCN) approach on (a) correcting misperceptions of norms of peer alcohol use and (b) reducing prevalence of monthly alcohol use among a sample of high-school students. A 5-year intervention (consisting of a mix of strategies centered around promoting actual norms related to alcohol use) was implemented by community coalitions in 11 school districts selected by the Minnesota Department of Human Services. Yearly assessments of teen substance abuse norms were conducted in each community, as well as surveys of parents and adults in the community. In the absence of control communities, national data from Monitoring the Future (MTF) (Miech et al. in Monitoring the future national survey results on drug use, 1975–2017: secondary school students, vol I [Monograph]. Institute for Social Research, The University of Michigan, Ann Arbor, MI, 2018) were utilized as a comparison condition. At the end of the 5 years, 8th- and 10th-grade students in the PCN intervention communities were more likely to report never using alcohol than students in the MTF Survey comparison group. This finding was also true for 8th-, 10th-, and 12th-grade students combined. This research provides evidence for utilizing the PCN approach to effectively correct misperceptions of norms and integrate strategies to reduce and prevent teen alcohol use at community population levels.
Similar content being viewed by others
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Baer, J. S., & Carney, M. M. (1993). Biases in the perceptions of drinking norms among college students. Journal of Studies on Alcohol, 54, 54–60.
Baer, J. S., Stacy, A., & Larimer, M. E. (1991). Biases in the perception of drinking norms among college students. Journal of Studies on Alcohol, 52, 580–586.
Bandura, A. (1986). Social foundations of thought and actions: A social cognitive theory. Upper Saddle River, NJ: Prentice Hall.
Barak, A., & Grohol, J. A. (2011). Current and future trends in internet-supported mental health interventions. Journal of Technology in Human Services, 29, 155–196.
Berzin, S. C., Singer, J., & Chan, C. (2015). Practice innovation through technology in the digital age: A grand challenge for social work. Grand Challenges for Social Work Initiative Working Paper No. 12. Cleveland, OH: American Academy of Social Work and Social Welfare.
Botvin, G. J., Griffin, K. W., Diaz, T., & Ifill-Williams, M. (2001). Preventing binge drinking during early adolescence: One- and two-year follow-up of a school-based preventive intervention (pp. 360–365). Psychology of Addictive Behaviors, Special Issue: Understanding Binge Drinking.
Bronfenbrenner, U. (1979). The ecology of human development: Experiments by nature and design. Cambridge, Massachusetts: Harvard University Press.
Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58, 1015–1026.
Corrigan, P. (2004). How stigma interferes with mental health care. American Psychologist, 59, 614–625. https://doi.org/10.1037/0003-066X.59.7.614.
Corrigan, P. W., & Watson, A. C. (2002). The paradox of self-stigma and mental illness. Clinical Psychology: Science and Practice, 9, 35–53. https://doi.org/10.1093/clipsy.9.1.35.
Cronce, J. M., Bittinger, J. N., Liu, J., & Kilmer, J. R. (2014). Electronic feedback in college student drinking prevention and intervention. Alcohol Research: Current Reviews, 36(1), 47–62.
Cronce, J. M., & Larimer, M. E. (2011). Individual-focused approaches to the prevention of college student drinking. Alcohol Research: Current Reviews, 34(2), 210–221.
Curtis, B. L., Lookatch, S. J., Ramo, D. E., McKay, J. R., Feinn, R. S., & Kranzler, H. R. (2018). Meta-analysis of the association of alcohol-related social media use with alcohol consumption and alcohol-related problems in adolescents and young adults. Alcoholism, 42, 978–986.
DuPont, R. L., Caldeira, K. M., DuPont, H. S., Vincent, K. B., Shea, C. L., & Arria, A. M. (2013). America’s dropout crisis: The unrecognized connection to adolescent substance use. Rockville, MD: Institute for Behavior and Health, Inc. Retrieved from https://www.ibhinc.org, https://www.PreventTeenDrugUse.org, and https://www.cls.umd.edu/docs/AmerDropoutCrisis.pdf.
Fleckman, J., Taylor, C. A., Theall, K. P., & Andrinopoulous, K. (2019). Perceived social norms in the neighborhood context: The role of perceived collective efficacy in moderating the relation between perceived injunctive norms and use of corporal punishment. Child and Adolescent Social Work Journal, 36, 29–41. https://doi.org/10.1007/s10560-018-0581-1.
Haines, M. P., & Spear, S. F. (1996). Changing the perception of the norm: A strategy to decrease binge drinking among college students. Journal of American College Health, 45, 134–140.
Hawkins, J. D., Catalano, R. F., & Miller, J. Y. (1992). Risk and protective factors for alcohol and other drug problems in adolescence and early adulthood: Implications for substance abuse prevention. Psychological Bulletin, 112, 64–105. https://doi.org/10.1037/0033-2909.112.1.64.
Janssen, T., Cox, M. J., Merrill, J. E., Barnett, N. P., Sargent, J. D., & Jackson, K. M. (2018). Peer norms and susceptibility mediate the effect of movie alcohol exposure on alcohol initiation in adolescents. Psychology of Addictive Behaviors, 32, 442–455.
Kilmer, J. R., Kilmer, R. P., & Grossberg, P. M. (2014). The role of media on adolescent substance use: Implications for patient visits. Adolescent Medicine, 25, 684–697.
Klika, J. B., Haboush-Deloye, A., & Linkenbach, J. (2019). Hidden protections: Identifying social norms associated with child abuse, sexual abuse, and neglect. Child and Adolescent Social Work Journal, 36, 5–14. https://doi.org/10.1007/s10560-018-0595-8.
Larimer, M. E., Kaysen, D. L., Lee, C. M., Kilmer, J. R., Lewis, M. A., Dillworth, T., et al. (2009). Evaluating level of specificity of normative referents in relation to personal drinking behavior. Journal of Studies on Alcohol and Drugs, Supplement, 16, 115–121.
Larimer, M. E., Turner, A. P., Mallett, K. A., & Geisner, I. M. (2004). Predicting drinking behavior and alcohol-related problems among fraternity and sorority members: Examining the role of descriptive and injunctive norms. Psychology of Addictive Behaviors, 18, 203–212.
Link, B. G., & Phelan, J. C. (2001). Conceptualizing stigma. Annual Review of Sociology, 27, 363–385. https://doi.org/10.1146/annurev.soc.27.1.363.
Linkenbach, J. (2001). Cultural cataracts: Identifying and correcting misperceptions in the media. The Report on Social Norms Working Paper No. 1. Little Falls, NJ: PaperClip Communications.
Linkenbach, J. (2003). The Montana Model: Development and overview of a seven-step process for implementing macro-level social norms campaigns. In H. W. Perkins (Ed.), The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians (pp. 182–205). San Francisco, CA: Jossey-Bass.
Linkenbach, J. (2013). Applying the science of the positive to health & safety. Bozeman, MT: The Montana Institute. Retrieved from https://static1.squarespace.com/static/51c386a4e4b0c275d0a5bbf2/t/5ce418b9669c09000163578b/1558452414314/Applying+SOTP+to+Health+%26+Safety.pdf
Linkenbach, J. W. (2006). How to use social norms marketing to prevent driving after drinking: A MOST Of US® Toolkit. Bozeman, MT: MOST of Us® Institute.
Linkenbach, J. W., Klika, J. B., Jones, J., & Roche, V. (2017). Preventing child maltreatment through the Positive Community Norms framework. In R. Alexander (Ed.), Research and practices in child maltreatment prevention: Societal, organizational and international approaches (Vol. 2, pp. 3–15). St. Louis, MI: STM Learning Inc.
Linkenbach, J., & Perkins, H. W. (2003a). Most of us are tobacco free: An eight-month social norms campaign reducing youth initiation of smoking in Montana. In H. W. Perkins (Ed.), The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians (pp. 224–234). San Francisco, CA: Jossey-Bass.
Linkenbach, J., & Perkins, H. W. (2003b). Misperceptions of peer alcohol norms in a statewide survey of young adults. In H. W. Perkins (Ed.), The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians (pp. 173–181). San Francisco, CA: Jossey-Bass.
Linkenbach, J. W., Perkins, H. W., & DeJong, W. (2003). Parents’ perceptions of parenting norms: Using the social norms approach to reinforce effective parenting. In H. W. Perkins (Ed.), The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians (pp. 247–258). San Francisco, CA: Jossey-Bass.
Litt, D. M., Lewis, M. A., Linkenbach, J. W., Lande, G., & Neighbors, C. (2014, October 3). Normative misperceptions of peer seat belt use among high school students and their relationship to personal seat belt use. Traffic Injury Prevention, 15(7), 748–752.
Major, B., & O’Brien, L. T. (2005). The social psychology of stigma. Annual Review of Psychology, 56, 393–421. https://doi.org/10.1146/annurev.psych.56.091103.070137.
Manza, N., & Sher, L. (2008). Preventing alcohol abuse and suicidal behaviour among college students. Australian and New Zealand Journal of Psychiatry, 42, 746–747.
Miech, R. A., Johnston, L. D., O’Malley, P. M., Bachman, J. G., Schulenberg, J. E., & Patrick, M. E. (2018). Monitoring the Future national survey results on drug use, 1975–2017: Secondary school students (Vol. I) [Monograph]. Ann Arbor, MI: Institute for Social Research, The University of Michigan. Retrieved from https://monitoringthefuture.org/pubs/monographs/mtf-vol1_2018.pdf
Miller, W. R., & Rollnick, S. (2013). Motivational interviewing: Helping people change (3rd ed.). New York, NY: Guilford Press.
Mrazek, P., & Haggerty, R. (1994). Reducing risks for mental disorders: Frontiers for preventive intervention research. Washington, D.C: National Academy Press.
National Institute on Alcohol Abuse and Alcoholism (2015). Planning alcohol interventions using NIAAA’s College AIM (Alcohol Intervention Matrix). NIH Publication No. 15-AA-8017. Retrieved from https://www.collegedrinkingprevention.gov/CollegeAIM/Resources/NIAAA_College_Matrix_Booklet.pdf
Neighbors, C., Larimer, M. E., & Lewis, M. A. (2004). Targeting misperceptions of descriptive drinking norms: Efficacy of a computer delivered personalized normative feedback intervention. Journal of Consulting and Clinical Psychology, 72, 434–447.
Paschall, M. J., Grube, J. W., Thomas, S., Cannon, C., & Treffers, R. (2012). Relationships between local enforcement, alcohol availability, drinking norms, and adolescent alcohol use in 50 California cities. Journal of Studies on Alcohol and Drugs, 73, 657–665.
Pedersen, E. R., Osilla, K. C., Miles, J. N. V., Tucker, J. S., Ewing, B. A., Shih, R. A., et al. (2017). The role of perceived injunctive alcohol norms in adolescent drinking behavior. Addictive Behaviors, 67, 1–7.
Perkins, H. W. (Ed.). (2003). The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians. San Francisco, CA: Jossey-Bass.
Perkins, H. W., & Berkowitz, A. D. (1986). Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming. International Journal of the Addictions, 21, 961–976.
Perkins, H. W., Linkenbach, J. W., Lewis, M. A., & Neighbors, C. (2010). Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign. Addictive Behaviors, 35(10), 866–874.
Perkins, H. W., Meilman, P. W., Leichliter, J. S., Cashin, J. R., & Presley, C. A. (1999). Misperceptions of the norms for the frequency of alcohol and other drug use on college campuses. Journal of American College Health, 47, 253–258.
Perkins, H. W., & Wechsler, H. (1996). Variation in perceived college drinking norms and its impact on alcohol abuse: A nationwide survey. Journal of Drug Issues, 26, 961–974.
Prentice, D. A., & Miller, D. T. (1993). Pluralistic ignorance and alcohol use on campus: Some consequences of misperceiving the social norm. Journal of Personality and Social Psychology, 64(2), 243–256.
Rusby, J. C., Light, J. M., Crowley, R., & Westling, E. (2018). Influence of parent–youth relationship, parental monitoring, and parent substance use on adolescent substance use onset. Journal of Family Psychology, 32(3), 310–320. https://doi.org/10.1037/fam0000350.
Scribner, R. A., Theall, K. P., Mason, K., Simonsen, N., Schneider, S. K., Towvim, L. G., et al. (2011). Alcohol prevention on college campuses: The moderating effect of the alcohol environment on the effectiveness of social norms marketing campaigns. Journal of Studies on Alcohol and Drugs, 72, 232–239.
Sege, R., Bethell, C., Linkenbach, J., Jones, J., Klika, B., & Pecora, P. J. (2017). Balancing adverse childhood experiences (ACEs) with HOPE: New insights into the role of positive experience on child and family development. Boston, MA: The Medical Foundation. Retrieved from https://static1.squarespace.com/static/51c386a4e4b0c275d0a5bbf2/t/591b191ecd0f68438d8b913d/1494948133553/Balancing+ACEs+with+HOPE+WEB+v.5.pdf
Thombs, D. L., Wolcott, B. J., & Farkash, L. G. E. (1997). Social context, perceived norms and drinking behavior in young people. Journal of Substance Abuse, 9, 257–267.
U.S. Department of Health and Human Services (HHS), Office of the Surgeon General. (2016 November). Facing addiction in America: The Surgeon General’s report on alcohol, drugs, and health. Washington, DC: Health and Human Services. Retrieved from: https://store.samhsa.gov/product/Facing-Addiction-in-America-The-Surgeon-General-s-Report-on-Alcohol-Drugs-and-Health-Full-Report/SMA16-4991
Wambeam, R. A., Canen, E. L., Linkenbach, J., & Otto, J. (2014). Youth misperceptions of peer substance use norms: A hidden risk factor for state and community prevention. Prevention Science, 15, 75–84. https://doi.org/10.1007/s11121-013-0384-8.
Weissberg, R. P., Kumpfer, K. L., & Seligman, M. E. P. (2003). Prevention that works for children and youth: An introduction. American Psychologist, 58(6–7), 425–432. https://doi.org/10.1037/0003-066X.58.6-7.425.
White, A., & Hingson, R. (2013). The burden of alcohol use: Excessive alcohol consumption and related consequences among college students. Alcohol Research: Current Reviews, 35, 201–218.
Acknowledgements
Funding for this project was provided by the Minnesota Department of Human Services, Behavioral Health Division. This manuscript was written in conjunction with the special issue ‘Social Norms and Violence Against Children and Youth.’
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
The lead author (Jeffrey W. Linkenbach) discloses potential conflict of financial interest because his business, The Montana Institute, LLC was funded by Minnesota Department of Human Services to provide training and consultation as part of this study.
Informed Consent
This study used a passive consent protocol. Parents and guardians of the student subject pool were provided detailed information about the survey through their participating public schools’ administration and offered the opportunity to remove their child(ren) from participation.
Research Involving Human Participants and/or Animals
The survey protocol and instrument used in this project were approved by an Institutional Review Board as being appropriate for human subjects research. The survey was voluntary and the student subject could not be compelled to take the survey, were not be provided an incentive for taking the survey, and were not penalized for opting out of the survey. Students took the survey in groups and were reminded not to put their name on the survey. The surveys were placed in envelopes and not reviewed by any local personnel. All reports only provided summary information; information was never provided by ethnicity. Individual responses were never made available to school or local personnel.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Linkenbach, J.W., Bengtson, P.L., Brandon, J.M. et al. Reduction of Youth Monthly Alcohol Use Using the Positive Community Norms Approach. Child Adolesc Soc Work J 38, 1–11 (2021). https://doi.org/10.1007/s10560-020-00666-4
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10560-020-00666-4