There’s a major misperception that most college students binge drink. It’s true that most college students drink despite the fact that most are under the legal drinking age of 21. What’s false is the perception of how much students drink.

This misperception tends to increase alcohol use. According to Alan Berkowitz social norms theory provides a model for understanding such human behavior. He reports that social norms theory states that our behavior is influenced by incorrect perceptions of how other members of our social groups think and act. We may, for example, “overestimate the permissiveness of peer attitudes or behavior with respect to alcohol, smoking or other drug use, or underestimate the extent to which peers engage in healthy behavior” (p. 4). This perception (misperception) can increase negative behavior. There are some factors that aid in boosting misperception. It’s important to correct this misperception, as it tends to decrease unhealthy behaviors. The University of Arizona , Hobart and William Smith Colleges, and Northern Illinois University have decreased their binge drinking rates significantly using the social norms approach, thus correcting perceptions.

At NC State we have campaigns based on social norms theory. We want students and its surrounding community to believe what’s true about most students: while they do drink alcohol at times, they don’t drink as often or as much as they think they do!

Resources
Higher Education Center Social Norms and Social Marketing
National Social Norms Resource Center
Social Norms 101 Primer