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Rehab News: Three studies suggest new strategy to reduce binge drinking

A new study has suggested a novel new approach to discouraging unhealthy behaviours.

Authors Jonah Berger (University of Pennsylvania) and Lindsay Rand (Stanford University) found that linking a risky behaviour with an "outgroup" (a group that the targeted audience doesn't want to be confused with) caused participants to reduce unhealthy behaviours.

"We suggest that public health campaigns will be more successful if they attend to how behaviours act as markers or signals of identity," the authors write.

The studies began by identifying groups of people who study participants liked, but with whom the participants would not want to be confused"outgroups." In the first study, the participants were undergraduates and the "outgroup" was graduate students. When participants were led to believe that graduate students consumed more junk food, they chose 28% fewer junk-food items than participants who thought their group ate more junk food.

In another study, researchers placed fliers in freshman dormitories on a college campus. In one dorm, the fliers emphasized the health risks of binge drinking. In another dorm, the fliers linked binge drinking to graduate students. Participants in the dorm with the second flier consumed at least 50 percent less alcohol than those who saw the health risk fliers.

In a third study, students on their way to a campus eatery were surveyed about perceptions of the media. A control group read an article about politics and pop culture, and a second group read an article associating junk-food eating with online gamers (an "outgroup"). When research assistants observed the two groups ordering food, they found that the group who had read the article about online gamers made healthier choices.

Reference: Jonah A. Berger, Lindsay Rand (2008), 'Shifting Signals to Help Health: Using Identity-Signaling to Reduce Risky Health Behaviors' Journal of Consumer Research, Vol. 35

Article published on 04/08/2008 by DryOutNow.com