Cited by 191Substance Abuse Treatment and OutcomesBehavioral Health and InterventionsMedia Influence and Health

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Friends Talk to Friends About Drinking: Exploring the Role of Peer Communication in the Theory of Normative Social Behavior

Real, Kevin, Rimal, Rajiv N.·2007·Health Communication

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Abstract

Peer communication represents 1 mechanism through which norms are disseminated in social groups. The theory of normative social behavior (TNSB) posits that group identity, outcome expectations, and injunctive norms moderate the relation between descriptive norms and behaviors. This article extends the purview of the TNSB by conceptualizing peer communication as another moderator in the relationship between descriptive norms and behaviors. A survey was conducted among college students (N = 675) to measure their normative perceptions, peer communication, alcohol consumption, alcohol-related consequences, and intention to drink alcohol. As hypothesized, descriptive norms, peer communication, and the interaction between these two variables were significantly associated with consumption, even after controlling for known predictors of both consumption and various mechanisms of normative influences. Controlling for prior consumption, peer communication was also a significant predictor of intention to consume alcohol in the future. This model explained approximately 63% of the variance in intention. This study found a significant relationship between peer communication and alcohol drinking behaviors and intentions after controlling for perceived norms.

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Authors: Real, K., & Rimal, R. N.
Affiliations: University of Kentucky (US)
Johns Hopkins University (US)
Corresponding author: Real, Kevin
ORCID: Real, Kevin
Rimal, Rajiv N.
Venue: Health Communication
Publisher: Informa UK Limited
Published: 2007-08-08
Volume: 22
Issue: 2
Pages: 169-180
ISSN: 1041-0236 (ISSN-L)
1532-7027
DOI: 10.1080/10410230701454254
OpenAlex: W2000164008
Cited by: 191
References: 41
Citations by year: 2026: 4 · 2025: 13 · 2024: 10 · 2023: 6 · 2022: 7 · 2021: 12 · 2020: 13 · 2019: 12 · 2018: 9 · 2017: 14 · 2016: 21 · 2015: 15 · 2014: 11 · 2013: 8 · 2012: 6
FWCI: 4.36
Type: journal article
Language: en
Open access: closed
Locations: Health Communication (publishedVersion)
PubMed (publishedVersion)
Topics: Health Sciences › Medicine › Epidemiology › Substance Abuse Treatment and Outcomes
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Social Sciences › Communication › Media Influence and Health
Keywords: peer-to-peer communication, theory of normative social behavior, descriptive norms, injunctive norms, outcome expectations, group identity, alcohol consumption, alcohol-related consequences, drinking intentions, university students, peer influence
MeSH terms: Adult, Alcohol Drinking, Communication, Data Collection, Female, Humans, Interviews as Topic, Male, Models, Theoretical, Peer Group, Social Behavior, Texas, Friends

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Friends Talk to Friends About Drinking: Exploring the Role of Peer Communication in the Theory of Normative Social Behavior

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