Pluralistic ignorance and college student perceptions of gender-specific alcohol norms.

Students' perceived norms and personal concern about alcohol use were examined in 4 (N=971) experiments. Men reported that same-sex peers were less concerned about campus alcohol practices than themselves or female students; women believed that they were more concerned about campus alcohol practices than both same- and opposite-sex peers (Experiments 1 and 2). Additional evidence suggested that students were not merely engaging in impression management. Men reported more social pressure to drink and greater embarrassment about expressing drinking-related concerns; women expected more severe consequences if they drank excessively (Experiment 3). A male student (vs female student) expressing concerns about alcohol was believed to experience greater difficulties fitting in (Experiment 4). Implications for peer influence and drug use intervention are discussed. 2003 APA, all rights reserved