Evaluations and perceptions of others’ evaluations of negative alcohol-related consequences predict negative alcohol-related consequences among college drinkers

Objective: A key assumption when assessing alcohol-related problems is that these problems are considered negative. A growing literature suggests that college drinkers do not perceive all measured consequences to be negative. Research has established the impact of others’ beliefs on personal beliefs and behaviors. The purpose of this study was to assess the effect of perceptions of others’ evaluations (POE) of consequences on one’s own evaluations and subsequent experiences of consequences. Method: A sample of 885 heavy drinking college students participated in a longitudinal study. Participants reported the number of alcoholic drinks consumed per week, experiences of alcohol-related problems, evaluations of those consequences, and perceptions of how typical university students evaluate those consequences. A moderated mediation of POE on negative alcohol-related consequences via evaluations of consequences at differing levels of alcohol consumptionwas conducted, with gender, baseline consequences, and intervention effects being controlled for. Results: Results indicated that POE had no direct effect on subsequent consequences. However, an indirect effect was found through evaluations of consequences, such that there was a positive association between both POE and evaluations of consequences, and evaluations of consequences and subsequent consequences. Average weekly drinking moderated the association between POE and evaluations of consequences, such that the association between POE and evaluations of consequences was stronger for those who drank more heavily. Conclusions: Results are consistent with social cognition processes, such as pluralistic ignorance, and suggest that POE and evaluations of consequences should be considered in the construction of interventions targeting heavy-drinking college students.