The Moderating Role of Close versus Distal Peer Injunctive Norms and Interdependent Self-Construal in the Effects of Descriptive Norms on College Drinking

Based on the theory of normative social behavior (Rimal & Real, 2005), this study examined the effects of descriptive norms, close versus distal peer injunctive norms, and interdependent self-construal on college students’ intentions to consume alcohol. Results of a cross-sectional study conducted among U.S. college students (N = 581) found that descriptive norms, close, and distal peer injunctive norms had independent effects on college students’ intentions to consume alcohol. Furthermore, close peer injunctive norms moderated the effects of descriptive norms on college students’ intentions to consume alcohol and the interaction showed different patterns among students with a strong and weak interdependent self-construal. High levels of close peer injunctive norms weakened the relationship between descriptive norms and intentions to consume alcohol among students with a strong interdependent self-construal but strengthened the relationship between descriptive norms and intentions to consume alcohol among students with a weak interdependent self-construal. Implications of the findings for norms-based research and college drinking interventions are discussed.