“…With regard to communication and health promotion, scholars have examined concepts surrounding curriculum infusion and social norms (Lederman, Stewart, & Russ, 2007), the construction of culture through drinking stories (Workman, 2001), peer communication and descriptive norms (Real & Rimal, 2007), personalizing persuasive messages about alcohol consumption (Pilling & Brannon, 2007), and television viewing habits and drinking patterns (Kean & Albada, 2003). For the purposes of developing the IRT model, research on dangerous drinking opens up the possibilities to examine the construction of misperceptions and the development of social norms.…”