College students' norm perception predicts reported use of protective behavioral strategies for alcohol consumption

This study examined whether college students' descriptive norm perceptions of protective behavioral drinking strategies explain variance in use of such strategies, controlling for covariates of students' gender, typical number of drinks, and negative drinking consequences.

Derivation (n = 7,960; 55.2% women) and replication (n = 8,534; 54.5% women) samples of undergraduate students completed the Campus Alcohol Survey in classroom settings. Students estimated how frequently other students used each of nine protective behavioral strategies (PBS) and how frequently they themselves used each strategy.

All items assessing norm perception of PBS (NPPBS) had pattern matrix coefficients exceeding .50 on a single factor, and all contributed to the overall scale reliability (Cronbach's alpha = .81). Hierarchical regression analyses indicated NPPBS explained significant variance in PBS, controlling for covariates, and explained an additional 7% of variance (p < .001). A Gender x Scale (PBS, NPPBS) repeated-measures analysis of variance revealed students believed peers used PBS less frequently than they themselves did (eta(p) (2) = .091, p < .001). Such social distancing was greater in women (omega(effect) (2) = .151, p < .001) than in men (omega(effect) (2) = .001, p < .001).

Consistent with the principle of false uniqueness, whereby individuals regard their own positive characteristics as rare, college students-especially women-underestimate how frequently other students use PBS. Such norm misperception may enhance students' feelings of competence and self-esteem. The positive relationship between NPPBS and PBS indicates students with high NPPBS are more likely to use the strategies themselves.