The purpose of this study was to examine the efficacy of a two year alcohol intervention utilizing social norms and messages tailored to individual risk and protective factors for binge drinking, and binge drinking behavior, among first year residential students at a medium-sized university in the south. Participating students (n=634) were randomly assigned to receive the intervention or standard campus alcohol prevention program. Four-hundred and fifty one students completed all three surveys collected fall 1998, spring 1999, and spring 2000. Chi squares and MANOVAs were conducted to assess pre-test differences between groups. Repeated measures were conducted to assess differences between groups and binge status over time. Repeated measures showed no significant differences between intervention and control groups on alcohol use measures. Further analysis showed significant differences among bingers by group for five of the alcohol use measures. Bingers in the intervention group had scores indicative of higher alcohol use than control group bingers. Although there were no significant differences among non-bingers, those in the control group had scores indicative of higher alcohol use than those in the intervention. Although previous research has indicated positive impacts of social norms and a need for tailoring interventions for heavy drinkers, results of this study suggest the intervention was more promising for students who were not binge drinkers. There is a need for further research on innovative alcohol intervention programs, especially for those who come to college with established binge drinking behaviors.
Learning Objectives: 1. Discuss social norms and tailored intervention strategies to prevent binge drinking among college students. 2. Describe the results of an alcohol intervention utilizing social norms and tailored intervention strategies. 3. Discuss implications for further research on innovative alcohol intervention programs for college students.
Keywords: College Students, Alcohol Use
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