Abstract
This study evaluated the predictive power of perceived descriptive and injunctive norms on intercollegiate student-athlete alcohol consumption and attitudes toward drinking-related behaviors. The sample consisted of 594 NCAA student-athletes from two geographically opposite sites. Norms variables utilized a school and gender-specific athletic peer reference group. Results indicate that respondents reported greater perceived injunctive norms than actual attitudes, and greater perceived descriptive norms than actual alcohol use. Further, after accounting for demographics and alcohol motivations, perceived injunctive norms were the strongest predictors of athletes' attitudes with the final model explaining 54% of the variance. Similarly, perceived descriptive norms were among the strongest predictors of alcohol use with the final model explaining 69% of the variance. Future research may want to use both of these perceived norms constructs to create a more salient and targeted social norms intervention aimed at reducing risky behavior and permissive alcohol-related attitudes among this population. Utilizing this strong peer reference group as well as targeting both injunctive and descriptive norms may increase the power and saturation of prevention and intervention strategies.