Objective-This research was designed to evaluate the relative contribution of social norms, demographics, drinking motives, and alcohol expectancies in predicting alcohol consumption and related problems among heavy-drinking college students.Method-Participants included 818 (57.6% women) first-year undergraduates who reported at least one heavy-drinking episode in the previous month. In addition to providing demographic information (gender and fraternity/sorority membership) participants completed Web-based assessments of social norms (perceived descriptive norms regarding typical student drinking, injunctive norms regarding friends' and parents' approval), motives (social, enhancement, coping, and conformity), and expectancies and evaluations of positive and negative alcohol effects.Results-Regression results indicated that descriptive and injunctive norms were among the best predictors of college student drinking. With respect to alcohol problems, results indicated that coping motives accounted for the largest proportion of unique variance. Finally, results revealed that alcohol consumption mediated the relationships between predictors and problems for social norms, whereas coping motives, negative expectancies, and evaluation of negative effects were directly associated with alcohol problems despite having relatively weak or null unique associations with consumption.
Conclusions-The results of this study substantiate social norms as being among the best predictors of alcohol consumption in this population and suggest that drinking to cope is a better predictor of problems. The findings are discussed in terms of practical prevention and treatment implications.Heavy Alcohol Consumption is both a prevalent and a problematic behavior among college students. Approximately 40%-45% of students nationwide report engaging in heavy episodic drinking (e.g., O'Malley and Johnston, 2002;Wechsler and Kuo, 2000). Consequences of heavy drinking in this population are widespread and include criminal behavior, academic problems, unwanted sexual experiences, injuries, and death (Hingson et al., 2002(Hingson et al., , 2005Johnston et al., 2004;Wechsler et al., 1994). Previous research has identified a number of specific factors associated with heavy drinking, including demographic characteristics (gender and fraternity/sorority membership); descriptive and injunctive social norms; enhancement, social, coping, and conformity drinking motives; positive and negative alcohol expectancies; and subjective evaluations of positive and negative alcohol effects. Surprisingly little research has evaluated the relative contribution of different factors in predicting alcohol consumption and related problems. The present research was designed to begin to address this gap in the
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NIH-PA Author Manuscriptliterature by evaluating the relative predictive utility of several factors that have been previously associated with heavy drinking among college students.Identifying the relative stren...