Norm Qualities and Deviant Drinking Behavior

Abstract

This study examines the relationship between three types of norms (prescriptive, prescriptive, and nonscriptive) and deviant drinking behavior. Considering the norms of five different groups from which a person may receive guidance, the results show that the degree of deviation varies according to the type and the source of norms. Heavy drinking tends to be highest in the nonscriptive normative environment, lower in the prescriptive environment, and lowest in the prescriptive normative environment. While prescriptive norms are most effective in controlling heavy drinking, they are associated with the largest proportions of deviants (i.e., drinkers). Analysis of the sources of prescriptive norms shows that the proportion of deviants is highest in relation to church norms and lowest in relation to peer group norms. The theoretical and methodological implications of the study are discussed.