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Little is known about how the reasons that college student drinkers and abstainers have for choosing not to drink might differ. The present study examined this issue among a sample of 2,500 U.S. college students from 18 colleges and universities. Abstainers endorsed significantly more reasons for not drinking than drinkers, and among drinkers, light drinkers endorsed more reasons than heavy drinkers. Abstainers' decision not to drink appeared to be a lifestyle choice that was supported by multiple reasons, including personal values, religious beliefs, not wanting the image of a drinker, and beliefs about alcohol's effect on behavior. Heavy drinkers were more likely to endorse situational reasons such as having to drive home later or being concerned about school work or weight gain from drinking. Implications of these findings for alcohol prevention work on college and university campuses are discussed.

A 14-site randomized trial tested the effectiveness of social norms marketing (SNM) campaigns, which present accurate student survey data in order to correct misperceptions of subjective drinking norms and thereby drive down alcohol use. Cross-sectional student surveys were conducted by mail at baseline and at posttest 3 years later. Hierarchical linear modeling was applied to examine multiple drinking outcomes, taking into account the nonindependence of students grouped in the same college. Controlling for other predictors, having a SNM campaign was not significantly associated with lower perceptions of student drinking levels or lower self-reported alcohol consumption. This study failed to replicate a previous multisite randomized trial of SNM campaigns, which showed that students attending institutions with a SNM campaign had a lower relative risk of alcohol consumption than students attending control group institutions (W. DeJong et al. J Stud Alcohol. 2006;67:868-879). Additional research is needed to explore whether SNM campaigns are less effective in campus communities with relatively high alcohol retail outlet density.

Additional research on abstainers is warranted. Campus-based prevention programs should be grounded in a better understanding of how motives not to drink are developed and sustained in high school and college.