Using perceived norms to predict heavy alcohol use among college students : implications for social norms marketing campaigns
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The purpose of the present study was to investigate the relationship between perceived norms of heavy peer alcohol use and self-reported heavy alcohol use among college students from a large public university. A total of 865 participants completed a survey in Fall 2008 and 506 of those participants completed the follow-up survey in Spring 2009. As hypothesized, the perceived injunctive norm was found to predict additional unique variance in heavy alcohol use above and beyond gender, year in school, residence hall, retrospective high school alcohol use and the perceived descriptive norm. The ...