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This investigation assessed the relative influence of peer norms and parental involvement on adolescent cigarette and alcohol use. An anonymous questionnaire was administered to 2,017 seventh- to 12th-grade students in two Ohio public school districts. Cigarette and alcohol use rates in the sample were comparable to those found in national probability surveys. Results indicated that the relative balance of peer-parent influences did not differ across grade level. At all grade levels, perceived peer norms had substantially greater correlations with cigarette and alcohol use than did measures of perceived parental involvement. The findings are interpreted from an efficiency perspective. Optimal use of prevention resources suggest that programming for seventh- to 12th-graders should focus on shaping the perceptions of peer smoking and drinking practices rather than on parent interventions. Social norms marketing or other forms of normative education should be tested in this population.

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The authors examined 3 possible explanations for the failure of a social norms campaign at a large public university. They administered an anonymous survey to 2 random samples of undergraduate classes: a baseline assessment of 616 students before the campaign's implementation and a follow-up survey of 723 students 4 academic years later. At follow-up, 66.5% of the students were aware of the campaign, yet the survey revealed no reduction in perceived drinking norms or alcohol use in this group. An analysis of the postcampaign sample revealed that (1) a majority of the students did not find the statistics used in the campaign messages credible, (2) higher levels of alcohol use predicted lower levels of perceived campaign credibility, and (3) only 38.5% of the students understood the campaign's intended purpose. If they are to influence personally relevant drinking norms, these campaigns must undergo further development to enhance message credibility and participants' understanding.

ABSTRACT. Objective: Findings from previous prospective research suggest the association between alcohol use and undergraduate academic performance is negligible. This study was designed to address weaknesses of the past research by relying on objective measures of both drinking and academic performance. Method: A prospective study was conducted with repeated measures of exposure to alcohol linked to institutional academic records. Alcohol data were collected in residence halls at a nonselective, midwestern, public university in the United States. A total of 659 fi rst-and second-year undergraduate students were tracked over the course of 15-week semesters. Results: A statistically signifi cant negative association with semester academic performance was found for different alcohol indicators: frequency of breath alcohol concentration (BrAC) above .08, mean BrAC, standard deviation, and maximum BrAC recorded. These associations remained statistically signifi cant when controlled for sociodemographic variables and individual level confounders, but the effect sizes were relatively small with a contribution to explained variance of less than 1%. When additionally adjusted for residence hall building, all alcohol indicators no longer reached statistical signifi cance (p ≥ .05). Conclusions: Consistent with past prospective research, the magnitude of the association between undergraduate alcohol use and academic performance is small when the effects of high school academic aptitude and performance are accounted for in multivariable analyses. This is the fi rst study to fi nd that living environment may have a robust effect on the academic achievement of undergraduates. Future research should examine more closely the relation between residence and academic performance and the role that alcohol use may play in creating residential environments. (J. Stud. Alcohol