Optimizing Personalized Normative Feedback: The Use of Gender-Specific Referents*

• DOI: 10.15288/jsad.2007.68.228
• Publication Date: 2015-03-05T09:49:12Z
• Authors: Melissa A. Lewis; Clayton Neighbors
• Keywords: Social norms approach

Many brief interventions include personalized normative feedback (PNF) using gender-specific or gender-neutral referents. Several theories suggest that information pertaining to more socially proximal referents should have greater influence on one's behavior compared with distal The current research evaluated whether gender specificity of the referent employed in PNF related intervention efficacy.Following baseline assessment, 185 college students (45.2% women) were randomly assigned one three conditions: feedback, assessment-only control. Immediately after completing measures perceived norms, alcohol consumption, and identity, participants conditions provided computerized detailing their own drinking behavior, perceptions student drinking, actual drinking.After a 1-month follow-up, results indicated was effective changing norms reducing consumption for both groups women men. provide support, however, changes as mediator effects reduced only. Additionally, found be higher relative feedback. A post-assessment follow-up telephone survey administered assess potential demand characteristics corroborated effects.Results extend previous documenting efficacy computer delivered PNF. Gender identity appear important elements consider women.