An examination of descriptive and injunctive norm influence on intention to get drunk

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.