Normative Influences and Alcohol Consumption: The Role of Drinking Refusal Self-Efficacy

This article extends the theory of normative social behavior by conceptualizing drinking refusal self-efficacy as an important moderator in the relationship between descriptive norms and drinking intentions and behavior. A study was conducted among Korean high school students (N=538) to assess their normative perceptions, drinking refusal self-efficacy, and drinking intentions. We found a significant association between self-efficacy and drinking intentions and behavior, as well as an interaction effect between self-efficacy and descriptive norms on drinking intentions and behavior. Having stronger efficacy appears to mitigate the harmful effects of descriptive norms on drinking intentions and behavior. Implications for school-based interventions are also discussed.