This research was designed to evaluate a personalized normative feedback birthday card intervention aimed at reducing normative perceptions, alcohol consumption, and negative consequences associated with 21st birthday celebrations among college students (N = 281; 59.15% women). Students were randomly assigned to receive or not receive a birthday card about 1 week prior to their 21st birthday. Approximately 1 week following their birthday, students were asked to complete a brief survey concerning their birthday celebration activities. Findings indicated that the birthday card intervention was not successful at reducing drinking or consequences; however, the card did reduce normative misperceptions. Additional findings indicated that many students experienced negative consequences, such as passing out or driving after consuming alcohol. Combined, these findings suggest that prevention is needed for drinking associated with turning 21. However, prevention efforts should consist of more than a birthday card. Keywords 21st birthday; alcohol; alcohol-related problems; social norms; personalized normative feedback Heavy drinking among college students has been associated with a wide range of consequences (Hingson, Heeren, Winter, & Wechsler, 2005;Hingson, Heeren, Zakocs, Kopstein, & Wechsler, 2002; Johnston, O'Malley, Bachman, & Schulenberg, 2004). Recently, investigators have begun to document a number of specific events where drinking appears to be elevated . Events being evaluated include holidays (e.g., Thanksgiving, New Year's), spring break, and sporting events (Del Boca, Darkes, Greenbaum, & Goldman, 2004;Greenbaum, Del Boca, Darkes, Wang, & Goldman, 2005;Lee, Maggs, & Rankin, 2006;, as well as 21st birthday celebrations (Hembroff, Atkin, Martell, McCue, & Greenamyer, 2007;Neighbors, Spieker, Oster-Aaland, Lewis, & Bergstrom, 2005;Smith, Bogle, Talbott, Gant, & Castillo, 2006
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NIH-PA Author Manuscriptto evaluate the efficacy of a personalized normative feedback (PNF) 21st birthday card in reducing normative misperceptions, drinking, and related consequences. In addition, the present research was designed to extend previous examinations of extreme drinking associated with 21st birthday celebrations by exploring drinking context (e.g., at a bar) and alcohol-related consequences in connection with this milestone event.For the purpose of this research, PNF refers to an approach in which individuals are provided with information that explicitly presents feedback regarding report of one's own drinking, one's perception of the drinking norm, and the actual drinking norm Lewis, Neighbors, Oster-Aaland, Kirkeby, & Larimer, 2007;Neighbors, Larimer, & Lewis, 2004;Neighbors, Lewis, Bergstrom, & Larimer, 2006). The birthday card used in the present research provided feedback on one's perception of the 21st birthday drinking norm, as well as the actual 21st birthday drinking norm for the typical student. However, it should be noted that, as the intervention aimed to pre...