Communication, risk behavior, and perceptions of threat and efficacy: A test of a reciprocal model

Abstract

Despite empirical and anecdotal evidence of the growing problem of alcohol use and abuse on college campuses, there is a high level of uncertainty regarding factors contributing to this particularly risky behavior. Past research has argued persuasively for the role individuals’ level of self‐efficacy and perceptions of threat or susceptibility play in decisions to engage (or not engage) in a variety of behaviors (Witte, 1992). However, factors contributing to the development of these perceptions of self‐efficacy and threat have yet to be completely understood. The present investigation argues that it is through our interactions with others, as well as our personal experiences with risky behaviors, that we develop perceptions of threat and efficacy. Recognizing, however, the complex and reciprocal nature of the attitude‐behavior relationship, this paper explores the intricacies of the relationships among communication, threat, efficacy, and behavior. 239 undergraduates at a medium‐sized northeastern university completed two surveys assessing perceptions of risk, self‐efficacy, social interaction patterns with friends, and behavior. The data suggest that both interaction with friends and perceptions of self‐efficacy significantly contribute to students engaging in excessive drinking. In addition, communication among friends and drinking itself contribute to evolving perceptions of threat and self‐efficacy. Theoretical and practical implications, as well as directions for future research, are discussed at the conclusion of the paper.