Objective: The goal of this study was to explore the effect of subjective peer norms on adolescents' willingness to drink and whether this association was moderated by sensitivity to peer approval, prior alcohol use, and gender.
Method: The sample was 1,023 middle-school students (52% female; 76% White; 12% Hispanic; M(age) = 12.22 years) enrolled in a prospective study of drinking initiation and progression. Using web-based surveys, participants reported on their willingness to drink alcohol if offered by (a) a best friend or (b) a classmate, peer norms for two referent groups (close friends and classmates), history of sipping or consuming a full drink of alcohol, and sensitivity to peer approval (extreme peer orientation). Items were re-assessed at two follow-ups (administered 6 months apart).
Results: Multilevel models revealed that measures of peer norms were significantly associated with both willingness outcomes, with the greatest prediction by descriptive norms. The association between norms and willingness was magnified for girls, those with limited prior experience with alcohol, and youths with low sensitivity to peer approval.
Conclusions: Social norms appear to play a key role in substance use decisions and are relevant when considering more reactive behaviors that reflect willingness to drink under conducive circumstances. Prevention programs might target individuals with higher willingness, particularly girls who perceive others to be drinking and youths who have not yet sipped alcohol but report a higher perceived prevalence of alcohol consumption among both friends and peers.