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Injunctive Norms and Alcohol Consumption: A Revised Conceptualization.

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Area of Science:

  • Social Psychology
  • Behavioral Science
  • Addiction Research

Background:

  • Injunctive norms are key behavior predictors, but this is not seen in alcohol research.
  • This discrepancy may stem from a flawed understanding of injunctive norms for alcohol.
  • A new conceptualization and measurement of injunctive norms and personal approval for alcohol use are proposed.

Purpose of the Study:

  • To introduce and validate a novel conceptualization of injunctive norms and personal approval for alcohol consumption.
  • To develop a drink-based measure for injunctive norms comparable to descriptive norm measures.
  • To address inconsistencies in past research linking injunctive norms to alcohol consumption.

Main Methods:

  • Two studies with a total of 3,748 undergraduate students from three universities were conducted.
  • Participants reported alcohol consumption, personal approval of drinking, and descriptive and injunctive norms.
  • Both traditional and new drink-based measures were used for personal approval and injunctive norms.

Main Results:

  • Drink-based injunctive norms were positively associated with alcohol consumption.
  • Traditional measures of injunctive norms were negatively associated with drinking.
  • Drink-based injunctive norms showed unique associations with personal approval, even when controlling for descriptive norms.

Conclusions:

  • Findings support a revised conceptualization of personal approval and injunctive norms for alcohol.
  • A practical solution is offered for inconsistent findings regarding injunctive norms and drinking.
  • This research clarifies the role of injunctive norms in predicting alcohol consumption behaviors.