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References

1. For example, Perkins, H. W., and Wechsler, H. Variations in perceived college drinking norms and its impact on alcohol abuse: A nationwide study. Journal of Drug Issues, 1996, 26(4), 961-974. Wechsler later incorrectly asserted that most students underestimate the extent of heavy drinking, thus presumably invalidating a basis on which social norms marketing rests (Wechsler, H., and Kuo, M. College students define binge drinking and estimate its prevalence: Results of a national survey. Journal of American College Health, 2000, 49(2), 57). However, that conclusion was discredited by a scholar who demonstrated that the logic and methods used by Wechsler were systematically erroneous. In reality, most students in their study greatly overestimated the extent of heavy drinking. Thus, Wechsler's own data actually strongly support social norms marketing! (DeJong, W. Note to the Field: The Case of the Missing Misperception. Press Release. Newton, Massachusetts: Higher Education Center for Alcohol and Other Drug Prevention, 2000.) To read this document, visit Alcohol & Social Norms Marketing: Erroneous Objection.

2. The company vice-president bashed social norms marketing, apparently to help both himself and Henry Wechsler, who in turn had great things to say about the company's unproven products. Wrote Wechsler, "Many colleges and universities use this company's flagship product, AlcoholEdu, as the cornerstone of their prevention efforts. Together with its TheHealthSurvey, which provides statistically valid and actionable information online, Outside the Classroom offers instituions a cost-effective toolset for preventing the negative consequences of alcohol abuse on campus." But where's any evidence whatsoever that the company's products are effective at all? Could Henry Wechsler have a financial interest in promoting the company and its products?

3. The Attack on Campus Drinking (editorial) New York Times (9/27/99).

Readings (Listing does not imply endorsement)

Wechsler, H., et al. Alcohol use and problems at colleges banning alcohol: Results from a national survey. Journal of Studies on Alcohol, 2001, 62(2), 133. NOTE: The term binge is not used in this article because the most prestigious journal in the field of alcohol research , The Journal of Studies on Alcohol, only permist its use when referring to a true binge and never permits its deceptive misuse.

Wechsler, H., and Isaacs, N. "Binge" drinking at Massachusetts colleges: Prevalence, drinking style, time trends, and associated problems. JAMA: The Journal of the American Medical Association, 1992, 267(21), 2929-2931. NOTE: Placing the term binge in quotation marks reflects Wechsler's recognition that he was using the term in a non-standard, idiosyncratic manner in this early publication.

Wechsler, H., and Kuo, M. College students define binge drinking and estimate its prevalence: Results of a national survey. Journal of American College Health, 2000, 49(2), 57. NOTE: In this article Wechsler incorrectly claimed that most students underestimate the extent of heavy drinking, a fact which, if correct, would invalidate a basis on which social norm marketing is based. However, Wechsler's assertion was discredited by a scholar who demonstrated that the logic and methods used by Wechsler were systematically erroneous and inappropriate. Actually, Wechsler's own data demonstrate that most students greatly overestimate the extent of heavy drinking, a fact that clearly supports social norms marketing! Visit Alcohol & Social Norms Marketing; Erroneous Objection.

Wechsler, H. and Wuethrich, B. Dying to Drink: Confronting Binge Drinking on College Campuses. Emmaus, Pennsylvania: Rodale, 2002. This is not a scientific book but a "pop" book for mass consumption. For example, in the first chapter alone, non-scientific references outnumber peer-reviewed sources by about three to one. Heavily anecdotal, the book is largely based on personal stories and emotion rather than on facts and logic. Although not scientific, Wechsler's book is useful for mobilizing social activism.

Wechsler, H., et al. Trends in college binge drinking during a period of increased prevention eforts: Findings from 4 Harvard School of Public Health College Alcohol Study surveys. -- 1993-2001. Journal of American College Health, 2002, 50(5), 203-217.

Wechsler, H. Underage college students' drinking behavior, access to alcohol, and the influence of deterrence policies: Findings from the Harvard School of Public Health Aollege Alcohol Study. Journal of American College Health, 2002, 50(5), 223-237.

Wechsler, H. Drinking levels, alcohol problems, and secondhand effects of substance-free college residences: Results of a notional study. JAMA: the Journal of the American Medical Association, 2001, 285(14), 1823 (abstract).

Wechsler, H., et al. Alcohol use and problems at colleges banning alcohol: Results of a national survey. Journal of Studies on Alcohol, 2001, 62(2), 133.

Wechsler, H. What colleges are doing about student binge drinking. Journal of American College Health, 200, 48(5), 219.

Wechsler, H., et al. College binge drinking in the 1990's. Ameican Journal of College Health, 2000, 48(5), 199.

Wechsler, H., et al. College alcohol use: A full or empty glass? Journal of American College Health, 1999, 47(6), 247.

Wechsler, H., et al. Binge drinking among college students: A comparison of California with other states. Journal of American College Health, 1997, 45(6), 273