Students Don't Buy Denormalization Campaigns

October 5, 2006

A Penn State study published in the current issue of the Health Communication journal reports that binge-drinking US college students, particularly males, take their cues from their friends, not from “social norms” campaigns that attempt to persuade them their peers drink less. It has been estimated that two in five college students engage in binge drinking, or having five drinks in one sitting. (For more detail see )