“…Research examining conformity motives for use, using alcohol in an effort to fit in with a group, as introduced by Cooper (1994), is mixed. Research exists to suggest that men are particularly more likely than women to report drinking for conformity motives, or to fit in with a group (Buckner & Shah, 2015;Kuntsche & Labhart, 2013;Williams & Ricciardelli, 1999), but is met with contradictory research which suggests that men often deny drinking for conformity motives (Kuntsche, Wicki, Windlin, Roberts, & Gabhainn, et al, 2015) and that conformity drinking does not reliably predict increased use for men or women (e.g., Lammers, Kuntsche, Engels, Wiers, & Kleinjan, 2013;Diep, Kuntsche, Schelleman-Offermans, Vries, & Knibbe, 2016). It is possible that this vein of research may be mixed because of the lack of specificity about the masculine in-group or may be related to the influence of differing gender norms or expectations most appropriate in different situations or groups that the conformity motive conceptualization does not address.…”