A randomized control trial of a deviance regulation theory intervention to increase alcohol protective strategies

Normative feedback remains an effective approach to reducing alcohol use among college students. However, this approach is difficult to extend to protective behavioral strategies (PBS), which are proximal to alcohol-related problems. Deviance regulation theory (DRT) is a social psychology theory that posits individuals engage in behaviors to standout out in positive ways or avoid standing out in negative ways. The current study tests a DRT-based randomized control trial.

College student drinkers (n = 130) reported on PBS norm frequency, alcohol use, and PBS use. They were then randomly assigned to receive a positive message about PBS users, a negative message about non-PBS users, or a control. They reported on weekly PBS use, alcohol use, and alcohol problems for 10 weeks.

Consistent with DRT, there were immediate postintervention effects on PBS use for individuals who believed PBS was uncommon and who also received a positive message. This remained stable across time. There was significant growth in PBS use among individuals who received a negative message and who believed PBS use was common. The intervention was not directly associated with alcohol use or problems. However, PBS use was associated with average alcohol use and lower weekly and global alcohol problems.

This study shows that a DRT intervention may increase PBS use. This may translate into lower alcohol use and fewer alcohol-related problems. The results also identify conditions under which positive and negative messages are indicated. (PsycINFO Database Record (c) 2018 APA, all rights reserved).