Considerations for more effective social norms based alcohol education on campus: an analysis of different theoretical conceptualizations in predicting drinking among fraternity men.

OBJECTIVE: Recent alcohol education campaigns targeting college students have focused on correcting the erroneous perception students have of the amount of alcohol their peers consume. This strategy is based on assumptions that college students overestimate the amount of alcohol their peers consume and that correcting that misperception will lessen the pressure they feel to consume heavily. However, other theoretical constructs of normative influence may be as or more valuable in improving effectiveness of social norms based education for high-risk college students. This study evaluates the effects of three social normative influence factors on alcohol consumption among fraternity men.
METHOD: Participants were 379 members of randomly selected chapters from two large student fraternity organizations. We used hierarchical linear models to analyze the predictive value of normative influence variables in explaining alcohol consumption differences, both across individuals within chapters and across chapters.
RESULTS: Perceived consumption norms and perceived subjective norms were significant predictors of alcohol consumption levels. Both normative influence variables are significant in predicting differences in consumption within chapters and across chapters of fraternity men. General approval of alcohol use did not account for significant variance within chapters in consumption or any unique variance in consumption between chapters.
CONCLUSIONS: Perceived subjective norms as defined by long-standing behavior theory may provide an alternative and potentially more promising intervention target for this high-risk student population than does the current focus on correcting students' errors in estimating the amount of alcohol their peers consume.