Research paper
Explaining reactions to normative information about alcohol consumption: A test of an extended social identity model

https://doi.org/10.1016/j.drugpo.2014.10.005Get rights and content

Highlights

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    We found that the effect of norm information on alcohol intentions depends on group-level factors.

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    These include individual's identification with, and the perceived importance of alcohol to the group.

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    When both of these factors are high, resistance to norm information is increased.

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    Under these conditions, a norm of low (vs. high) consumption did not reduce intentions.

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    The findings provide insight into when and why norm-based interventions succeed or fail.

Abstract

Background

To test the role of group identification and the perceived importance of alcohol consumption to a group identity in shaping reactions to normative information about alcohol consumption.

Methods

The study had a 2 (behaviour: identity-defining/alcohol vs. non-identity defining/caffeine) × 2 (norm: low vs. heavy consumption) between-subjects factorial design. Group identification and personal attitudes towards alcohol/caffeine consumption were included as measured predictors. Participants were 83 undergraduate students (44 female, 38 male, one unspecified) at a University in Scotland. Predictor and outcome variables included questionnaire measures of group (student) identification, personal attitudes to alcohol/caffeine consumption, the perceived importance of alcohol/caffeine consumption to group identity, and behavioral intentions to consume alcohol/caffeine.

Results

Personal attitude and group identification moderated the impact of norm information on consumption intentions, but only for alcohol consumption, and not caffeine consumption. For alcohol, norm information did affect intended consumption (ps ≤ .034), with the crucial exception of high identifiers who had favourable personal attitudes towards alcohol consumption. Instead, these individuals resist norm information (ps = .458 and .174), showing no decrease in intentions in the face of norm information that emphasised relatively ‘low’ levels of consumption.

Conclusions

The impact of norm information on alcohol consumption intentions depends on group-based factors such as group identification and the perceived importance of alcohol to a group identity. When both of these factors are high, and an individual also personally favours the behaviour, the potential for norm-based interventions to fail is increased.

Section snippets

Participants

Eighty-three undergraduate students (44 female, 38 male, and one unspecified) at a Scottish university were recruited in public places on the university campus. The sample had a mean age of 21.28 years (SD = 3.95), and ages ranged from 18 years to 48 years. The minimum age for participation was the UK legal minimum of 18 years.

Design

The study had a 2 (behavior: identity-defining/alcohol vs. non-identity defining/caffeine) × 2 (norm: low vs. heavy consumption) between-subjects factorial design. Dependent

Results

Means and standard deviations for each outcome measure broken down by condition are reported in Table 1, while results of ANOVA analyses for the main dependent variables can be found in Table 2.

Discussion

The present study examined the conditions under which normative information about the alcohol or caffeine consumption of an ingroup leads to changes in intended consumption. The research sought to extend research on norm-based interventions to manage alcohol consumption (e.g., French and Cooke, 2012, Perkins, 2002, Perkins et al., 2005, Thombs et al., 1997, Thombs et al., 2004, Toomey and Wagenaar, 2002, Wechsler et al., 2003, Werch et al., 2000) and social identity models of attitude-intention

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