Newswise — College students tend to overestimate how much their peers drink, smoke or engage in other unhealthy behaviors. And when they learn the real story, it can have a positive affect on the choices they make themselves.
These are some of the findings from an ongoing research project at Westfield State College in Westfield, Mass., assessing student behavior and perceptions, as well as a program that can help change student behavior for the better.
"The program uses actual social norms to influence the behavior of other students," said Nancy Bals, assistant director of athletics and one of the principal program directors. Research by a number of social scientists indicates that our perceptions of social norms can strongly influence our own behavior in many areas, such as alcohol consumption, and other potentially risky behaviors. Some researchers, including H. Wesley Perkins and David W. Craig from the Department of Anthropology and Sociology at Hobart and William Smith Colleges, found that correcting misperceptions about social norms on drinking can reduce campus alcohol misuse.
"Our survey data shows that Westfield State students, as well as most athletes, have common misperceptions about drinking on campus. We have learned that presenting the facts about actual student behavior helps alleviate common misperceptions on campus," Bals said. "The perceived norms around drinking are much higher than the actual norm. By reducing the misperceptions, we hope to lower the incidences of unhealthy behavior."
An example from the data shows that when students were asked how often they think the average student on campus uses alcohol, 81 percent of them overestimated. Most students thought that students typically drink three times a week. The research shows that most (64.4 percent) Westfield State College students drink once a week, less often or not at all.
Students also greatly overestimated their peer's use of tobacco and other substances. Random, anonymous surveys of both athletes and the general student population were done last April to assess student behaviors and to provide a foundation for the social norms campaign. Compared to results from previous surveys on campus, the recent surveys indicated downward trends in use of tobacco and other drugs.
The research is a component of a larger alcohol education and awareness program known as the Alcohol "CHOICES" Education (ACE) program conducted on campus and inspired by the National Collegiate Athletic Association (NCAA) "CHOICES" program to raise awareness of alcohol abuse on college campuses and to increase collaboration on campuses in alcohol education efforts.
The Westfield State portion is funded by a $30,000 NCAA grant over three years. The NCAA grant is being matched by an additional $30,000 in college funds over the three-year grant period, said Matthew Van Heynigen, Westfield State College Foundation relations coordinator.
The ACE program also has involved several informational events organized by Chaitali Brahmbhatt, a director in the Residential Life department and also a principal program director for the research project, with the goal of changing student behavior.
During National Collegiate Alcohol Awareness Week (Oct. 21-27), the first social norms message will be released, emphasizing that 64.4 percent of Westfield State students drink once a week, less often, or not at all. This message will be displayed for several weeks in various forms, and then a second message will be presented. Four messages will be released over the course of the academic year, Bals said.
"The ACE program is a positive addition to Westfield State College's ongoing programs. The college has always taken a multifaceted approach to substance abuse prevention," said Brian Cahillane, substance abuse specialist at the college's Counseling Center and collaborator in the on-campus research.
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