title: Revisiting the rationale for social normative interventions in student drinking in a UK population.
abstract: OBJECTIVE
  Social normative re-education interventions are based on the premise that harmful student drinking is caused by misperceptions of campus drinking norms. They have become dominant despite little evidence for effectiveness, especially with heavy drinkers. The objective of this study was to explore the relative importance of social norms and other key cognitive constructs in predicting single occasion alcohol consumption in undergraduates.
  
  
  METHODS
  
  
  
  METHODS
  A cross sectional survey design was utilised.
  
  
  METHODS
  Three UK universities.
  
  
  METHODS
  367 1st year undergraduate students.
  
  
  METHODS
  Frequency and quantity of alcohol consumed; hazardous drinking; descriptive and injunctive normative perceptions of alcohol consumption were measured at 3 proximal-distal levels.
  
  
  RESULTS
  Participants in this study were drinking at much higher levels than previously reported (means of 20 units for males, 16 units for females on a single drinking occasion); 85% exceeded the UK government's definition of binge drinking of 8 units or more on a single occasion. Norm perceptions, which form the basis of social normative interventions, were not significant predictors of individual consumption. Cognitive appraisal of oneself as a drinker and volitional behavioural control on drinking occasions are the most important constructs in predicting heavy drinking in this sample of UK undergraduate students. The model that emerges explains 40% of the variance in single occasion consumption.
  
  
  CONCLUSIONS
  Students are consuming levels of alcohol that will result in accumulative harm if unchecked. This study provides an explanation as to why social normative interventions are not effective. An alternative focus for reducing alcohol consumption in UK undergraduates is suggested.
authors.affiliation: School of Psychology, University of South Wales, Pontypridd, CF37 1DL, United Kingdom. Electronic address: bev.john@southwales.ac.uk.
authors.forename: Bev
authors.initials: B
authors.lastname: John
authors.affiliation: Department of Applied Psychology, Cardiff Metropolitan University, Cardiff, CF5 8YP, United Kingdom.
authors.forename: Tina
authors.initials: T
authors.lastname: Alwyn
mesh_terms: D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000453:epidemiology* / Q000523:psychology*; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D008297:Male; D010379:Peer Group; D012309:Risk-Taking; D066262:Social Norms; D012938:Social Perception; D013334:Students / Q000523:psychology* / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D006113:United Kingdom / Q000453:epidemiology; D014495:Universities; D055815:Young Adult
keywords: Accumulated harm; Alcohol; Intervention effectiveness; Social norm approaches; Students