The Longitudinal Mutual Influence Model of Social Norms Perceptions and Risky Alcohol Use

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Giordano, Michael L.
- Affiliation: College of Arts and Sciences, Department of Psychology and Neuroscience

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Past research has shown that college students consistently misperceive the amount of alcohol that their peers consume; consistent with theories of peer influence, this misperception is associated with personal use of alcohol. Few studies to date have used a longitudinal design in order to test changes over time as well as a model of mutual influence between alcohol use and social norms perceptions. A representative sample of 889 UNC students completed survey questionnaires during their summer orientation, again four months later, and finally four years later. Risky alcohol use, social norms perceptions, academic achievement, and misconduct all were assessed. Latent growth curve modeling revealed that social norms perceptions before entering college were related significantly to baseline levels of alcohol use. Both initial levels of alcohol use and changes in alcohol use predicted later social norms perceptions, confirming recent research that has suggested reciprocal influence effects. Analyses showed that alcohol use prior to college is a predictor of academic achievement, but change in alcohol use is not. Changes in alcohol use were not associated with intial social norms perceptions and did not predict academic achievement or misconduct; explanations and model improvements are discussed. Findings underscore the importance of the transition period between high school and college and highlight the reciprocal relationship between alcohol use and social norms perceptions.

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