Projection, conformity and deviance regulation: a prospective study of alcohol use

Longitudinal Associations Between Perceptions of Peer Group Drinking Norms and Students' Alcohol Use Frequency Within College Sport Teams

BACKGROUND

Students' alcohol use behaviors are shaped by the attitudes and behaviors of others, especially the peers within students' proximal social groups. Explaining the association between perceived drinking norms and alcohol use, researchers propose contradicting pathways that focus on conformity (i.e., social norms predict alcohol use) and projection (i.e., alcohol use predicts perceived norms). The current study examined the extent to which conformity and projection processes were evident in the association between college student alcohol use and the perceived alcohol use norms for students' club sport teams.

METHODS

The sample comprised 1,054 college students (61% female) nested in 35 intact same-sex club sport teams. On 3 separate occasions during a single school year (3-month lag), participants reported drinking frequency and perceptions of descriptive and injunctive group drinking norms. We employed random intercepts cross-lagged panel modeling to estimate prospective within-person associations separately from stable trait-like between-person associations.

RESULTS

Descriptive and injunctive group drinking norms were both positively related to students' alcohol use frequency at the between-person level. Individuals nevertheless demonstrated variability at the within-person level. Results revealed a strong contemporaneous association between descriptive norms and alcohol use frequency within each timepoint, but no prospective associations. Models including perceptions of injunctive drinking norms demonstrated similar contemporaneous associations with alcohol use frequency, but also identified significant prospective associations signifying conformity.

CONCLUSIONS

Findings align with previous research reporting a strong and positive association between student's self-reported alcohol use and subjective peer alcohol use norms. After disentangling within- and between-person effects to probe for conformity and projection processes, the current findings are somewhat contrary to previous research that has reported reciprocal relationships between social norms and alcohol use behavior. Further investigation of the potential conformity and projection mechanisms of social norms is critical to advance norm-based strategies to reduce harm.

Is marijuana identity associated with marijuana use and consequences? An examination of direct and interactive associations

BACKGROUND

There is relatively little research examining the relationship between identity and marijuana-related outcomes (e.g., marijuana use and consequences). Identity may both directly help shape marijuana use behaviors and moderate the influence of other risk factors on marijuana outcomes.

OBJECTIVES

The current study examines the relationship between marijuana identity and marijuana-related outcomes among emerging adults and explores whether identity moderates the relationships between nonidentity correlates (e.g., perceived norms and negative affect) of marijuana-related outcomes.

METHODS

College students who reported marijuana use in the past 12 months completed measures of marijuana identity, perceived norms, negative affect, frequency of marijuana use, and marijuana consequences. Conclusions/Importance: The results indicated that marijuana identity is associated with marijuana use frequency and moderates the relationship between perceived norms and marijuana consequences. The findings have implications for both identity-based and social norms-based interventions targeting problematic marijuana use among emerging adults.

Personalized normative feedback for heavy drinking: An application of deviance regulation theory

Deviance Regulation Theory (DRT) proposes that individuals regulate their behavior to be in line with the behaviors of others. Specifically, individuals desire to stand out in positive way and not stand out in a negative way. DRT has been successfully applied to encourage other health behaviors and offers a unique method to utilize both injunctive norms in combination with descriptive norms in brief alcohol interventions. This randomized controlled trial evaluated a computer-delivered, norms-based personalized feedback intervention which systematically varied the focus on whether specific drinking behaviors were described as common or uncommon (a descriptive norm), whether the drinking behaviors were healthy versus unhealthy, and whether the drinking behaviors were positively or negatively framed (an injunctive norm). Nine-hundred and fifty-nine college drinkers completed baseline, three-month, and six-month follow-up assessments. Results indicated messages focusing on unhealthy drinking behaviors, particularly when described as uncommon, were most effective in reducing drinking and alcohol-related problems over time. This research utilizes deviance regulation theory as a way of improving personalized normative feedback by elucidating how to construct messages for brief interventions based on descriptive characteristics associated with specific target drinking behaviors in combination with perceptions of prevalence and acceptability of such drinking behaviors (an injunctive norm).

An Exploratory Study Examining the Interactive Effect of Descriptive Norm and Image Appeal Messages on Adults' Physical Activity Intentions: A Test of Deviation Regulation Theory

This exploratory study examined the interaction between messages conveying descriptive norms and image appeals on adults' physical activity intentions. Using a pre-post experimental design, insufficiently active adults (N = 204) were randomly assigned to receive one of four messages, which included both a descriptive norm (prevalence of physical activity: high vs. low) and an image appeal (personality attributes: positive vs. negative). The results from an analysis of covariance, controlling for baseline physical activity intentions, revealed a significant interaction. Post-hoc analyses indicated that when the image appeal was positive, those who received the low descriptive norm had greater physical activity intentions than the high descriptive norm condition. No significant interaction was found for negative image appeals. Results provide preliminary evidence that physical activity intentions can be positively influenced even when physical activity is not considered the norm. Messages that include low descriptive norm information may benefit from including positive image appeals of those who do engage in physical activity, if aiming to increase physical activity intentions in insufficiently active adults.

A road paved with safe intentions: Increasing intentions to use alcohol protective behavioral strategies via Deviance Regulation Theory

OBJECTIVE

Drinking remains a problem across college campuses. Changing this behavior requires interventions that can be easily and widely dispersed. Several theories place intentions as a proximal predictor of behavior change. The current study examines the effects of a Web-based Deviance Regulation Theory (DRT) intervention on (1) intentions to use alcohol protective behavior strategies (PBS) and (2) associations between these intentions and actual behavior.

METHOD

Participants (n = 76) completed a 6-week, Web-based study examining drinking behaviors. Participants were randomly assigned to receive a positive frame about individuals who use PBS or a negative frame about individuals who do not. They also reported normative perceptions of PBS use among college students. They subsequently logged onto a secure server each week to report on alcohol involvement, use of 3 types of PBS (Manner of Drinking, Stopping/Limiting, and Serious Harm Reduction), and intentions to use these PBS the following week.

RESULTS

Consistent with DRT, negative frames resulted in higher PBS use intentions if individuals held high normative beliefs about PBS use. Positive frames resulted in higher Manner of Drinking PBS use intentions if individuals held low normative beliefs about PBS use, but only if individuals endorsed a high belief in the frame. In addition, there was a DRT consistent increase in intention-action associations, but only for Stopping/Limiting PBS.

DISCUSSION

A brief Web-based DRT intervention was effective at increasing PBS intentions and increasing PBS intention-action associations. DRT may provide a mechanism to additively or synergistically improve other Web-based interventions for college drinking. (PsycINFO Database Record

A multisite randomized trial of normative feedback for heavy drinking: Social comparison versus social comparison plus correction of normative misperceptions

OBJECTIVE

Given widespread alcohol misuse among college students, numerous intervention programs have been developed, including personalized normative feedback (PNF). Most research evaluating PNF assumes that presenting one's own perceived norms is necessary to correct normative misperceptions and thereby reduce drinking. Alternatively, simply providing social comparison information showing that one drinks more than others may be sufficient. The present study evaluated the efficacy of full PNF (one's own drinking, campus drinking rates, and perceived norms) and a partial personalized social comparison feedback (PSCF; one's own drinking and campus drinking rates) in a randomized trial among heavy-drinking college students.

METHOD

Participants included 623 heavy-drinking students from 3 universities. Assessments occurred at baseline and 3- and 6-months postbaseline.

RESULTS

Primary analyses examined differences across 4 drinking outcomes (drinks per week, total drinks past month, frequency of past month drinking, and negative alcohol-related consequences) at 3- and 6-month follow-ups controlling for the baseline variable. Results revealed significant reductions across all alcohol consumption outcomes at 3 months in both intervention conditions compared to attention-control. Mediation analyses demonstrated significant indirect effects of the intervention on 6-month drinking through changes in perceived norms at 3 months. Moreover, evidence emerged for changes in drinking at 3 months as a mediator of the association between PSCF and 6-month perceived norms.

CONCLUSIONS

The present research suggests PNF may not require explicit consideration of one's perceived norms to be effective and that direct social comparison provides an alternative theoretical mechanism for PNF efficacy.

The Chicken or the Egg: Examining Temporal Precedence Among Attitudes, Injunctive Norms, and College Student Drinking

OBJECTIVE

The present study was designed to test for projection, conformity, or reciprocal associations among attitudes, injunctive norms, and drinking. Assuming that these constructs are not independent, we proposed three possible trajectories. A conformity model would suggest that injunctive norms should temporally precede drinking or attitudes. Alternatively, a projection model would suggest that attitudes or alcohol use would precede injunctive norms. Furthermore, by examining the processes over three time points, the current study would also examine whether both conformity and projection processes were at work, indicating reciprocal relationships.

METHOD

participants included 249 college students (63.1% female), who participated as a control group in a larger intervention trial. Structural equation modeling was used to examine cross-sectional and prospective associations among injunctive norms, attitudes, and drinking across each of the three time points.

RESULTS

Findings demonstrated three significant cross-lagged associations. Injunctive norms at Time 1 was significantly associated with drinking at Time 2 (conformity), and both attitudes and drinking at Time 2 were significantly associated with injunctive norms at Time 3 (projection). The pattern of cross-lagged associations suggested one meaningful indirect pathway, from Time 1 injunctive norms to Time 2 drinking to Time 3 injunctive norms (reciprocal association).

CONCLUSIONS

The present study suggests that both the conformity and the projection processes seem to be important and evident for college student drinking when considering injunctive norms and drinking over time. Interventions that focus on both conformity and projection may be particularly effective at reducing longer-term alcohol use.

Fitting in and standing out: increasing the use of alcohol protective behavioral strategies with a deviance regulation intervention

OBJECTIVE

Heavy alcohol use remains a consistent public health concern on college campuses. The current pilot study used deviance regulation theory (DRT) to modify protective behavioral strategies (PBS) among college student drinkers to reduce alcohol use and alcohol-related consequences.

METHOD

The sample was comprised of current college student drinkers (n = 76; 53.95% female) ranging in age from 18-24 (M = 19.29, SD = 1.42). Participants were randomly assigned to receive a positively or negatively framed message. They then reported on use of alcohol PBS (via the Protective Behavioral Strategies Scale), alcohol consumption (via the Modified Daily Drinking Questionnaire), and alcohol-related consequences (via the Young Adult Alcohol Consequences Questionnaire) each week for 6 weeks.

RESULTS AND CONCLUSIONS

Among drinkers with low PBS use norms, a positively, versus a negatively, framed message resulted in increased PBS use and consequently less alcohol consumption and fewer alcohol-related consequences. Among drinkers with high PBS use norms, a negatively, versus positively, framed message resulted in increased PBS use and consequently lower alcohol consumption and fewer alcohol-related consequences. However, these effects were only relevant among those who strongly believed the DRT frame. Findings suggest assigning drinkers to frames based on perceived PBS use norms and increasing belief in the frame may be 1 approach to increasing responsible drinking patterns among college students. Furthermore, the current data suggests important boundary conditions for norm-based interventions.