Colleges Use Peer Pressure To Encourage Healthy Behavior.

Examines "social norms" marketing, an effort by several colleges and universities to encourage healthy student behaviors by countering perceptions of unhealthy "cool" behaviors and stressing the positive behaviors of "most" students. Examples of posters and other marketing strategies are from Virginia Commonwealth University, Gustavus Adolphus College (Minnesota), James Madison University (Virginia), and University of Hawaii. (DB)