title: Explaining reactions to normative information about alcohol consumption: a test of an extended social identity model.
abstract: BACKGROUND
  To test the role of group identification and the perceived importance of alcohol consumption to a group identity in shaping reactions to normative information about alcohol consumption.
  
  
  METHODS
  The study had a 2 (behaviour: identity-defining/alcohol vs. non-identity defining/caffeine) × 2 (norm: low vs. heavy consumption) between-subjects factorial design. Group identification and personal attitudes towards alcohol/caffeine consumption were included as measured predictors. Participants were 83 undergraduate students (44 female, 38 male, one unspecified) at a University in Scotland. Predictor and outcome variables included questionnaire measures of group (student) identification, personal attitudes to alcohol/caffeine consumption, the perceived importance of alcohol/caffeine consumption to group identity, and behavioral intentions to consume alcohol/caffeine.
  
  
  RESULTS
  Personal attitude and group identification moderated the impact of norm information on consumption intentions, but only for alcohol consumption, and not caffeine consumption. For alcohol, norm information did affect intended consumption (ps ≤ .034), with the crucial exception of high identifiers who had favourable personal attitudes towards alcohol consumption. Instead, these individuals resist norm information (ps = .458 and .174), showing no decrease in intentions in the face of norm information that emphasised relatively 'low' levels of consumption.
  
  
  CONCLUSIONS
  The impact of norm information on alcohol consumption intentions depends on group-based factors such as group identification and the perceived importance of alcohol to a group identity. When both of these factors are high, and an individual also personally favours the behaviour, the potential for norm-based interventions to fail is increased.
authors.affiliation: Psychology, School of Natural Sciences, University of Stirling, Stirling, FK9 4LA Scotland, UK. Electronic address: A.Livingstone@exeter.ac.uk.
authors.forename: Andrew G
authors.initials: AG
authors.lastname: Livingstone
authors.affiliation: Psychology, School of Natural Sciences, University of Stirling, Stirling, FK9 4LA Scotland, UK.
authors.forename: Stephanie
authors.initials: S
authors.lastname: McCafferty
mesh_terms: D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000009:adverse effects* / Q000517:prevention & control / Q000523:psychology*; D000067292:Alcohol Drinking in College / Q000523:psychology*; D001290:Attitude; D002110:Caffeine / Q000008:administration & dosage; D000697:Central Nervous System Stimulants / Q000008:administration & dosage*; D005260:Female; D015438:Health Behavior; D006801:Humans; D008297:Male; D010379:Peer Group; D010465:Perception; D012606:Scotland; D012933:Social Identification; D013334:Students / Q000523:psychology*; D011795:Surveys and Questionnaires; D014495:Universities; D055815:Young Adult
chemical_list: D000697:Central Nervous System Stimulants; D002110:Caffeine
keywords: Alcohol; Attitudes; Norms; Social identity