CMN 146 Study Guide - Final Guide: Corporate Social Responsibility, Crate & Barrel, Transmedia Storytelling
Document Summary
Rice & atkin text: chapter 12 by dejong & smith: note the opening point about student misperception. Most college students believe that their peers are drinking much more alcohol on average than is actually the case. Ex. movies that glorify drinking on college campuses. Ex. ads for alcohol products during college sports games. A concern is that these misrepresentation of student drinking norms are likely to drive up actual student alcohol consumption. Perceived subjective norms are a major determinant of social behavior. Subjective norms: beliefs about what important others expect a person to do in a given situation. Perceptions of subjective norms are shaped by descriptive norms and injunctive norms. Descriptive norms: beliefs about what most people do in a given situation. Injunctive norms: beliefs about which behaviors have social approval. The rst step of an snm campaign is to determine misperceptions about the behavior in question.
