Colleges Use Peer Pressure to Encourage Healthy Behavior.

Discusses so-called social norms marketing at colleges and universities in the United States, which is designed to encourage healthy behaviors among college students. Skepticism about the approach expressed by Richard P. Keeling, editor of the 'Journal of American College Health;' Study on the effectiveness of the marketing by the student health and safety association Bacchus; Description of campaigns at specific colleges to curb behaviors such as drinking, smoking, unsafe sex, and sexual assault.