HXD 2019

What's Your Reason? Does Peer Crowd Affinity Actually Motivate Behavior Adoption

Young adult (ages 18 to 25 years) alcohol consumption rates in New Hampshire are higher than the national average and are the highest in New England. Young adulthood is a time of rapid social and cognitive development in which young adults gain greater control over their lives, it also marks a time when brain development is not fully formed. During young adulthood, the formation of problem-drinking and excessive drinking can begin. Images and use of media, as well as peer influence, can play a significant role in the perceptions and behavior of young adults as they navigate this transition.

JSI researched and created a young adult binge drinking, prevention campaign. Preliminary research indicated that drinking is influenced by youth (mis)perceptions of how their peers drink. Images and use of media, as well as peer influence, can play a significant role in the perceptions and behavior of young adults as they navigate the transition from adolescent to young adulthood. In addition to social norming, peer crowds/groups are known to influence young adult styles and music preference, as well as values and beliefs. Studies have found peer crowd/group identification relates to behaviors such as substance use and risk-taking.
JSI researched what peer crowds/groups existed in NH, which young adult peer crowds/groups were engaging in binge drinking and if peer crowds/groups could be engaged with value-based, achievable, harm reduction messaging.
In December of 2018, JSI began an investigation and evaluation of the brief campaign in order to lead the editing process for phase 2. Campaign KPI outcomes were strong in phase 1 – JSI expects that after incorporating feedback the phase 2 will be even stronger.