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Is it the Celebration or Who’s Drinking? Predicting Celebration Drinking With a Revised Look at Perceived Social Norms in the Age of Social Media

Mon, May 29, 11:00 to 12:15, Hilton San Diego Bayfront, Floor: 3, Aqua 303

Abstract

A cross-sectional survey of college students (N = 451) compared self-reported drinking, perceived norms about drinking among different social groups, as well as attitudes, perceived behavioral control, future celebration drinking intentions, and alcohol-related viral behaviors during celebrations; where these variables were also used to predict self-reported drinking behaviors. Results indicated differences across the five major celebrations among the college student sample. Additionally, regression results showed that general descriptive norms – measured by asking participants to estimate the number of drinks consumed by members of different social groups – were better predictors of self-report celebration drinking than scale measures of descriptive and injunctive norms; specifically, in relation to estimation of the number of drinks consumed by close Facebook friends. Findings are discussed within the context of extending and modifying the theory of planned behavior for social media use.

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