If you feed them, will they come? The use of social marketing to increase interest in attending a college alcohol program.

Journal of American College Health, July, 2006 by Palmer, Rebekka S.; Kilmer, Jason R.; Larimer, Mary E.

Alcohol use on college campuses has been and continues to be a substantial problem for students, parents, and university administrators. Up to 80% of college students drink alcohol, (1-3) and 25% to 50% percent are heavy episodic drinkers. (3-5) Alcohol consumption is directly related to student attrition, violent behavior, damage to residence halls, injuries to self or others, alcohol-related auto accidents and death, acquaintance rape, academic failure, weight gain, unplanned pregnancies, and sexually transmitted diseases. (6-8) Research suggests short-term alcohol-related negative consequences can be prevented or reduced through effective prevention programs provided by universities. (9-11) Most campuses offer some form of alcohol prevention programming, (12) with...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.