An Examination of Descriptive and Injunctive Norm Influence on Intention to Get Drunk

Abstract

The influential impact of norms on problematic drinking is widely documented; however, the relevant theories purporting these effects point to multiple and varied normative components. A better understanding of the conceptual distinctions and the differential role they play can have practical implications for college prevention efforts. The purpose of the current study was to test the role of campus drinking norms, as posited by Social Norms theory (SNT) in predicting intentions to get drunk using a Theory of Planned Behavior (TPB) framework. Results found that SNT components did not significantly add to the prediction of intent beyond that of attitudes, subjective norms, and past behavior. Implications for prevention campaigns are discussed.

Keywords:

• Alcohol Consumption
• Campus Norms
• Descriptive Norms
• Injunctive Norms
• Social Norms Theory

Notes

Note. Abbreviations: W = White, AA = African American, AS = Asian; NA = Native American, and H = Hispanic.

∗Cell entries are from two-tailed t-tests or one-way ANOVA tests between groups. Entries sharing the same superscript are different at p < .05.

^†Five-point scale (1 = strongly disagree to 5 = strongly agree).

‡Five-point scale (1 = not at all to 5 = everyday).

^§Five-point semantic differential scale (1 = negative evaluation to 5 = positive evaluation).

^‖Multiplicative score (normative belief × motivation to comply; 1 = not supported by referent to 25 = supported by referent).

^#Five-point scale (1 = will not to 5 = every other day).

∗Cell entries are from two-tailed t-tests between groups. Entries sharing the same superscript are different at p < .05.

^†Five-point scale (1 = strongly disagree to 5 = strongly agree).

‡Five-point scale (1 = not at all to 5 = everyday).

^§Five-point semantic differential scale (1 = negative evaluation to 5 = positive evaluation).

^‖Multiplicative score (normative belief × motivation to comply; 1 = not supported by referent to 25 = supported by referent).

^#Five-point scale (1 = will not to 5 = every other day).

Abbreviations: SN = subjective norms; PBC = perceived behavioral control.

∗ p < .05, †p < .01, ‡p < .001.

^§ Zero-order Pearson correlation between predictor and intention to get drunk.

^‖ Standardized betas from regression equations include all variables up to that particular step. For example, the standardized beta for step 4 represents the value when all variables up to step 4 are included in the model.

∗p < .05, ^† p < .01.

Additional information

Notes on contributors

Victoria Orrego Dunleavy

Victoria Orrego Dunleavy (PhD, Michigan State University, 1999) is an associate professor in the School of Communication at the University of Miami, Miami, Florida, USA.