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Prototypes of drinkers and accessibility of injunctive norms predict college drinking
Nancy Rhodes1, Christopher Loiewski2, Bridget Potocki2
11 Michigan State University, USA.
Abstract:
A self-report survey of first-year college students ( n = 421; 46% female) included measures of perceived prototype, attitude and injunctive norm accessibility, past drinking behavior, and future drinking intention. Both norm accessibility and prototype perception were significant predictors of intention to drink in the future among first-year college students. The effect of prototypes on drinking diminished as pro-drinking norms became more accessible, indicating greater automaticity of drinking decision-making. Theoretical models of drinking intention should include both normative constructs and prototypes. Implications for interventions to reduce college student drinking are discussed.
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