ERIC EJ901593: Social Norms of Alcohol Use at Historically Black University

2007·0.31 MB·English

by  ERIC

Social Norms of Alcohol Use at a
Historically Black University

Teresa Laird
Regent University

Andrea Shelton
Joseph Jefferson
Texas Southern University

Abstract misperception (Prentice & Miller, 1993).
Compared to pressure by their peer groups,
The authors surveyed 239 volunteer response to a social norm voluntary and
participants at one southern historically Black individual-based. If students perceive that
university using the Core Alcohol and Drug most students are engaging in a particular
survey. The purpose was to document the activity, the response is to conform to that
overestimation (or misperception) of alcohol social norm. Providing students with
and drug usage rates at the selected institution accurate and campus-specific information
and to compare reported rates to those noted on the rates of drinking among their peers
at a predominately White university within may affect the perceived norm. As a result,
close proximity. Analysis of the data overestimations of alcohol use among
indicated that participants’ actual responses peers decreases and actual consumption
differed significantly from what they declines as a response to new social norms
perceived to be the campus norm. (DeJong, et al., 1998; Haines & Spear,
1996).
Introduction
Although studies investigating social
Excessive drinking by college students has norms have been conducted for
persisted over the last 200 years (Gehrig & approximately 10 years at Predominantly
Geraci, 1989; Straus & Bacon, 1953; U. S. White Universities (PWUs), there is a
Department of Education, 2003). Drinking paucity of literature on this phenomenon at
patterns are noted to vary by demographics of Historically Black Colleges and
the students and characteristics of the Universities (HBCUs). The purpose of this
institutional environment. Research investigation was to examine social
conducted in the last decade has drinking norms and students’ perceptions
demonstrated that college students frequently regarding campus alcohol consumption at
overestimate the amount of alcohol used by a HBCU.
their peers (Baer, Stacy, & Larimer, 1991;
Haines & Spear, 1996; Hingson, Heeren, Ethnic Comparison of Drinking Patterns
Zakocs, Kopstein, & Wechsler, 2002; Perkins
& Wechsler, 1996). Students may justify their Presley, Meilman, and Lyeria (1995)
patterns of consumption, citing the perceived examined students’ ethnic backgrounds
drinking behaviors of their peers as higher and identified social drinking patterns
than their own. unique to each. A national study of 40,000
college students reported that the highest
Research suggests that students may use risk factors for alcohol drinking in college
alcohol and other drugs as a response to a
perceived social norm or environmental

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Social Norm 20
Social Norms
include being White, single, male, and consumption differs by ethnicity on
having a parent who drank (Lightenfeld & college campuses, a similar pattern of
Kayson, 1994). The same study, African overestimation or misperception of
American students reported low alcohol drinking by peers is demonstrated in the
consumption regardless of the institution current study.
they attended. White students attending
PWUs consistently reported drinking Method
significantly more than White students did
at HBCUs. As part of an annual assessment of alcohol
and other drug use at a selected HBCU, the
Mielman, Presley, and Cashin (1995) Core Drug, and Alcohol Survey (Presley,
surveyed over 12,000 students at HBCUs and Harrold, Scouten, Lyerla, & Meilman,
found that students on average report 1.8 1994) was administered to 239 students.
drinks per week compared to a reported Volunteer participants were recruited
average of 4.6 drinks per week at PWUs. through a convenience cluster sampling of
Historically Black institutions also reported the largest classes in the Education
low rates of binge drinking, defined as five or department. This strategy ensured a high
more alcoholic beverage in one sitting during return rate and a sample representative of
two weeks prior to completing the survey the student body. Participants received
(Meilman et al., 1995) and low frequency of information regarding the purpose of the
use compared to predominantly White study and consent forms were distributed.
academic institutions (Debro, 1991; Ford & Data were collected during the 2004-2005
Carr, 1990; Ford & Goode, 1994). In the academic year, with Institutional Review
Mielman et al. (1995) study, 22 % of students Board approval.
engaged in binge drinking at the HBCUs
compared to 38 % of White students at the Core Alcohol and Drug Instrument
PWUs.
The Core instrument was developed and
Social Drinking Norms funded by the U. S. Department of
Education. Survey items are designed to
The concept of social drinking norms may identify and measure students’ attitudes,
be defined as a person’s attitudes, beliefs, social perceptions of use, consequences,
and feelings regarding his/her behaviors on background characteristics, and
what he/she perceives as normal, perceptions of the campus environment.
agreeable, or even expected within a
particular social context (Berkowitz & Using a Likert format, the questions
Perkins, 1986). In many situations, ascertained self-reported alcohol use. The
people’s perception of these norms will Core survey is also used to assess
influence their behavior (Center on perceptions of alcohol use among students
Alcohol Marketing and Youth, (CAMY) on campus by asking subjects how much
2006). When individuals misperceive the they think other students are drinking.
norms of their group or think an attitude or Responses are recorded on an
behavior is more (or less) widespread than individualized scanned form, which is
is actually the case, individuals may decide
to engage in behaviors that are consistent
with those false norms. Although alcohol

The Alabama Counseling Association Journal, Volume 33, Number 2, Fall, 2007
21 SSoocciaial lN Noorrmms

The majority was single (68.8%) and
analyzed by the Core Institute (1999 located female (59.7%). These demographics are
at Southern Illinois University (Presley et al., consistent with data provided by the
1994). Only data on self-reported alcohol use University’s Enrollment Management
and participant's perception of overall campus office, suggesting that the sample was
alcohol use are presented in this paper. This representative of the approximately 10,000
data were compared and contrasted with in the student body.
national findings between PWUs and
HBCUs. Drinking Patterns and Perceptions

Self-reported measures assessed by the Core The analysis of self-reported drinking
Alcohol and Drug Survey indicated that the patterns revealed that the average number
survey has construct validity. Test-retest of drinks consumed per week was 1.4 per

reliability was estimated using Pearson sitting within a two-week span The
.
product-moment correlation coefficient. For percentage of respondents who reported
items on alcohol use, the test-retest reliability binge drinking was 22.4%. The response
was high with item correlations above .80 to the question about alcohol consumption
(Presley, Harrold, Scouten, Lyerla, & within the last year (last 12 months)
Meilman, 1993). indicated that 98 (40.8%) did not drink or
consume alcohol. In contrast, 59 (25.5%)
Statistical Analysis of the respondents perceived that student’s
peers drank everyday.
Frequency distributions were calculated,

cross-tabbed, and used for comparisons. The
Discussion
Kruskal-Wallis (H) test was utilized as a one-

way analysis between subjects, designed to
The results of this study support previous
test mean differences with ordinal ranked
findings by Meilman, Presley, and Cashin
data. The value of H was tested at the
(1995) that alcohol use at HBCUs is lower
probability levels of .05 or higher by the chi-
than at Predominately White Universities. The
square ((cid:548)2) distribution table. present study also demonstrates a notable
Results disparity between actual alcohol consumption
and the perceptions students’ hold of their
peers' usage. The authors found no comparable
Participants studies documenting this disparity at HBCUs.
The findings are consistent with the numerous
A total of 239 participants were enrolled in studies of PWUs (Presley, Leichliter, &
Meilman, 1999; Presley, Meilman, &
the study. Although other ethnic groups were
Leichliter, 2002). A study completed at a
represented, including Hispanic, Native
PWU in the same state as the present study
American, Asian/Pacific Islander, and Other,
noted that student norms and activities
only data collected from Black and White
influenced the perception, frequency and
students are reported here (n = 219).
amount of alcohol consumed by peers
Participants’ ages ranged from eighteen (18)
resulting in a higher consumption “to keep
years to fifty-three (53) years. Nearly half pace with their friends” (Wheeler, Wright,
(46%) were in the age range 18-20 years. & Frost, 2006).
Eighty-one percent of the students were
Black, and were 9.5% White (non-Hispanic).

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The Alabama Counseling Association Journal, Volume 33, Number 2, Fall, 2007
Social Norm 22
Social Norms
The Education Development Center (EDC) built on misperceptions, combined with
reported in 2002 that 89.2 % of students the often desperate need to “fit in”
perceived a higher level of alcohol use among experienced by many late adolescents and
peers than actual drinking levels when young adults, frequently has a negative
students socialize with each other. In the affect on alcohol consumption (Johnston,
same study, students perceived their peers to O’Malley, & Bachman, 2002). Students
be drinking an average of nine drinks a week believe that if they drank, as they perceive
when the actual reported amount was 4.7 other students do (following the norm);
drinks. Results indicated that most students they will fit in and be accepted. The
perceived peers “party” drinking with an decision to drink while in college may be
average of 6.5 drinks, when actually the more challenging to students as HBCUs
number was 3.4 drinks. Perkins and who are the first in their families to attend
Berkowitz (1986) found the same disparity college and who have no point of
between actual drinking norms and perceived reference. Counselors may emphasize the
drinking norms on campuses nationwide. negative consequences of drinking that
Studies evaluated by the CORE Institute may adversely affect a student’s academic
(Meilman, Presley, & Lyerla, 1994; Presley, progress, graduation, and career prospects,
Meilman, & Lyerla, 1995) have also reported the very goals that the family is supporting
this finding and evaluated possible causes them to achieve.
for these
lower alcohol rates on HBCU’s since Problematic drinking is a behavior with
the 1990’s, these results suggest a known genetic links and environmentally
more recent and prevailing trend. reinforced habits (Lightenfeld & Kayson,
1994). For this reason, it is suggested that
Research at other HBCUs on social norms counselors invest in resources necessary to
associated with alcohol consumption is identify and refer students needing
clearly needed. Use rates by students at these assistance with alcohol related problems.
institutions remain below national averages. Opportunities to provide information about
Advertising initiatives by brewers, local alcohol and other drug counseling and
marketing, and distributors targeting African education available to students include
Americans may affect future drinking orientation programs for incoming
patterns and usage, however. freshmen and transfer students, welcome
back to campus weeks, alcohol awareness
Implication for Counselors month, alcohol-screening programs, and
other outreach programs sponsored by
College students may benefit from counseling university counseling and health education
to reduce or eliminate risky alcohol offices. School representatives may also
consumption. Students may establish a share the campus policy on alcohol use on
skewed schema or perception of college life campus in their recruitment efforts.
and college drinking, believing that drinking
is an integral part of the college experience, Culturally sensitive media presentations,
more so than reality. This skewed or guest lectures, and classroom instruction
inaccurate perspective is often times based on and activities at HBCUs may prompt
friends’ exaggerated stories and/or the students to identify problematic family
portrayal of college life in the media (Strote, drinking and allow a forum to discuss
Lee, & Wechsler, 2002). This perspective, physical, legal, and environmental

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23S Soocciaial Nl Noromrms

challenges. Information about drinking and Conclusion
perceived norms should be shared with
targeted groups such as student athletes, College counselors are in an ideal position
members and pledges of sororities and to help educate students about actual
fraternities, and other student alcohol related behaviors on campus and
organizations. Such sessions can be prevent student alcohol misuse. The
facilitated by former athletes or personnel at college or university
distinguished members, respectively, who counseling and health centers should
may also relay personal stories. Programs provide accurate information to students
may need to be targeted for part-time and regarding actual student behaviors in a
commuting students who do not avail number of subject areas to avoid
themselves of resources on campus due to misperceptions. These topics could include
work conflicts or family obligations. Such alcohol, tobacco and other drug use, and
programs may be created with students sexual activity rates and practices. Newly
individually or at different venues and released findings by the Center on Alcohol
times which are more convenient to their Marketing and Youth (CAMY) reported
schedules. All students regardless of that although African American students
traditional or non-traditional status should drink less, they suffer higher rates of
be informed of the campus health services alcohol related problems and behaviors
or community resources available to them (2006, July). CAMY’s 2006 report also
for alcohol and other drug problems. These found that the misuse of alcohol, other
strategies are currently being implemented drugs, and related behaviors decrease once
or developed for use at the HBCU where students had accurate information and
the present study was conducted. developed a more realistic perception of
use.
In addition to identifying problem
drinking, it is helpful to consider High school and college preparatory
psychosocial factors that lead students to counselors could also play a role in
problematic alcohol consumption. Issues correcting student’s misperceptions of
such as the transition from high school, campus behaviors. Frequently, students (or
living away from parents, and wanting to their alumni parents) choose a particular
fit in are all major concerns of nearly school due to its social outlets or "party"
every new college student (Astin, 1993). reputation (Astin, 1993; Colthurst, 1998).
Although alcohol may appear to be an easy Sharing accurate information on actual
way to contend with these adjustments, alcohol use and misuse rates, as well as
safe alternatives to drinking (i.e. intercept- campus specific alcohol policies could
group interviews, focus groups, and media assist in minimizing alcohol consumption
influences along with exercise, reading, and associated risky behaviors before
hobbies, volunteer activities, and students enter college.(cid:139)(cid:3)
socializing with peers in non-alcoholic (cid:3)
environments) should be provided to
students in both formal and informal
college settings (Krueger & Morgan,
2005).

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The Alabama Counseling Association Journal, Volume 33, Number 2, Fall, 2007
Social Norm 24
Social Norms
AUTHOR NOTE
Core Institute. (1999). 1999 Statistics on
Teresa Laird is an Associate Professor at alcohol and other drug use on American
Regent University. Andrea Shelton and campuses. Carbondale, IL: Southern
Joseph Jefferson are faculty at Texas Illinois University.
Southern University. Correspondence
regarding this manuscript should be Debro, J. (1991). Drug Use and Abuse at
directed to: Andrea Shelton, Texas Historical Black Colleges. In: L. Harris
Southern University, 3100 Cleburne, (Ed.) Problems of Drug Dependence 1990:
Houston, Texas 77004. Email: Proceedings of the 52nd Annual Scientific
[email protected] Meeting of the Committee on Problems of
(cid:3) Drug Dependence, Inc. NIDA Research
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