The Effect of Descriptive Norms on Pregaming Frequency: Tests of Five Moderators

Abstract

ABSTRACTBackground: Pregaming is highly prevalent on college campuses and associated with heightened levels of intoxication and risk of alcohol consequences. However, research examining the correlates of pregaming behavior is limited. Descriptive norms (i.e., perceptions about the prevalence or frequency of a behavior) are reliable and comparatively strong predictors of general drinking behavior, with recent evidence indicating that they are also associated with pregaming. Objectives: We tested the hypothesis that higher descriptive norms for pregaming frequency would be associated with personal pregaming frequency. We also tested whether this effect would be stronger in the context of several theory-based moderators: female gender, higher injunctive norms (i.e., perceptions of others' attitudes toward a particular behavior), a more positive attitude toward pregaming, a stronger sense of identification with the drinking habits of other students, and stronger social comparison tendencies. Methods: College student drinkers (N = 198, 63% female) participated in an online survey assessing frequency of pregaming, descriptive norms, and hypothesized moderators. Results: A multiple regression model revealed that higher descriptive norms, a more positive attitude toward pregaming, and stronger peer identification were significantly associated with greater pregaming frequency among drinkers. However, no moderators of the association between descriptive norms and pregaming frequency were observed. Conclusions/Importance: Descriptive norms are robust predictors of pregaming behavior, for both genders and across levels of several potential moderators. Future research seeking to understand pregaming behavior should consider descriptive norms, as well as personal attitudes and identification with student peers, as targets of interventions designed to reduce pregaming.