This research evaluated the efficacy of a live and interactive group-specific normative feedback intervention designed to correct misperceptions of alcohol-related group norms and subsequently reduce drinking behavior. Campus organizations (N = 20) containing 1,162 college students were randomly assigned to intervention or assessment-only control conditions. Participants in the intervention condition attended an intervention during their organization's regular standing meeting. Data were gathered in vivo using computerized handheld keypads into which participants entered personal responses to a series of alcohol-related questions assessing perceptions of normative group behavior as well as actual individual behavior. These data were then immediately presented in graphical form to illustrate discrepancies between perceived and actual behavioral group norms. Results indicated that compared with the control group, the intervention group reduced drinking behavior and misperceptions of group norms at 1-month and 2-month followups. Changes in perceived norms mediated the reductions in drinking. Results demonstrate the effectiveness of a novel, technologically advanced, group-based, brief alcohol intervention that can be implemented with entire groups at relatively low cost.
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NIH-PA Author ManuscriptIn response to the multitude of negative consequences resulting from heavy drinking (Hingson, Heeren, Winter, & Wechsler, 2005;Wechsler, Lee, Kuo, & Lee, 2000), many college campuses in the United States have initiated individual and group-based interventions with student drinkers (Larimer, Cronce, Lee, & Kilmer, 2004). Recently, interventions that seek to correct students' misperceptions about the alcohol use of their peers have emerged. These interventions, using the social norms approach to college drinking (Perkins, 2003), appear promising and have resulted in significant reductions in heavy episodic alcohol consumption and alcohol consequences at a number of institutions across the country (e.g., DeJong et al., 2006;Neighbors, Larimer, & Lewis, 2004;Perkins & Craig, 2006).Social influences are among the strongest and most consistent predictors of heavy drinking in the college environment (Borsari & Carey, 2003;Perkins, 2002). The social norms approach to college drinking asserts that misperceptions of how members of one's social group think and act (incorrectly perceived norms) influence behavior (Perkins & Berkowitz, 1986). During college, peers influence alcohol use both directly (i.e., explicit suggestions to drink) and indirectly (i.e., perceived norms). Overestimations of heavy drinking may increase drinking, whereas underestimations of abstinence or moderate drinking may discourage individuals from engaging in those healthier behaviors. A recent study of college students (N = 76,145) revealed that they consistently held exaggerated misperceptions of school drinking norms, regardless of the actual school norm (Perkins, Haines, & Rice, 2005). Thus, p...