The Pressure to Conform: How Peer Norms Drive Risky Behavior in Young Adults

Growing up in close-knit communities can be beneficial, but it also comes with its own set of challenges. For Joshua Awua, a postdoctoral research associate at The University of Texas at Arlington’s School of Social Work, the strong social bonds he experienced in Ghana often led to pressure to conform – including drinking.

“Social connection was everything,” Dr. Awua recalled, “and sometimes that came with pressure to fit in, including drinking.” This experience has now fueled his research on how social influences, particularly peer pressure, impact substance use and misuse among young adults.

Dr. Awua recently co-published a study titled “Perceived Norms and Alcohol-Related Consequences: The Moderated Mediation Roles of Protective Behavioral Strategies and Alcohol Consumption” in the journal Substance Use & Misuse. The study explores how college students’ misperceptions about their peers’ drinking habits can lead to heavy episodic drinking and negative consequences.

The research found that young adults often misjudge their peers’ alcohol consumption, believing they’re drinking more than they actually are. This misperception can lead to feelings of pressure to keep up, resulting in risky behaviors like binge drinking. To address these misperceptions, the study suggests using protective behavioral strategies (PBS), such as:

* Drinking slowly
* Avoiding drinking games
* Monitoring one’s own drinking

These simple yet effective techniques can help young adults stay in control and reduce the influence of perceived norms.

The consequences of binge drinking and other substance-related harm can be severe, with estimated 1,519 college students dying each year from alcohol-related unintentional injuries. By using protective behavioral strategies, young adults can reduce their risk of experiencing these negative consequences.

As Dr. Awua emphasized, “What the evidence shows, and what our study confirmed, is that once students begin to use these strategies, they reduce the risk of experiencing negative consequences like drunk driving.” Ultimately, by supporting their own health and well-being, young adults can lower the overall rates of substance-related harm.

As we navigate through the changing seasons, our bodies undergo subtle yet significant changes that can impact our tolerance to medication, weight gain, and even alcohol consumption. Researchers from Nagoya University in Japan have made a groundbreaking discovery by creating a comprehensive seasonal gene expression map, which analyzed over 54,000 genes in 80 tissues of monkeys across one year.

The study, published in Nature Communications, reveals that our biological clock is calibrated to the seasons, influencing various physiological processes such as hormone secretion, metabolism, sleep patterns, immune function, and reproduction. The researchers identified multiple “seasonally variable genes” responsible for changes in drug metabolism, particularly affecting a quarter of common medications.

These seasonal fluctuations can impact treatments for cancer, diabetes, high cholesterol, psychiatric conditions, hormonal therapies, and immunosuppressants used in organ transplantation. Moreover, the study found that mice reared under winter conditions recovered from alcohol intoxication more quickly than those reared under summer conditions.

Interestingly, women’s bodies show a different pattern of carbohydrate metabolism compared to men’s, peaking during winter and spring in the duodenum. This increased energy extraction is essential for survival during scarce food periods, which may explain why people often gain weight during these times.

The findings suggest that chronotherapy – tailoring treatments to specific seasonal conditions – may revolutionize our responses to various health issues. By considering the time of year when administering medications, we can better address the dynamic changes in human physiology and behavior throughout the seasons.

As Professor Takashi Yoshimura said, “Our research will contribute to chronotherapy and the future of precision medicine.” This exciting discovery opens up new avenues for personalized treatment approaches, taking into account the intricate relationships between our genes, environment, and body’s responses.

The excessive consumption of alcohol among young adults, particularly college students, poses significant health risks and social consequences. Heavy drinking can lead to blackouts, academic underperformance, interpersonal problems, and secondhand consequences for those who don’t drink, such as interrupted study sessions or having to care for intoxicated peers.

Recently, researchers from Brown University School of Public Health developed an innovative intervention called Counter-Attitudinal Advocacy (CAA). This approach involves advocating for a position that contradicts a personally held attitude or behavior. In the context of college drinking, CAA targets positive perceptions of heavy drinking and the belief that alcohol is an essential part of college life.

A randomized controlled trial at two sites involving 585 college students compared CAA to Personalized Normative Feedback (PNF), a well-established intervention. Researchers focused on drinks per week, a standard measure given the irregular drinking patterns of college students.

The results showed that participants who received PNF reported significantly fewer drinks per week than the control group, while those who received CAA reported significantly fewer consequences related to drinking. Notably, CAA had a harm reduction effect on consequences but not on consumption of alcohol, which it did not target.

According to co-lead investigator Kate Carey, “Both interventions take just 5-10 minutes, making them ideal for broad prevention efforts.” Carey emphasized that PNFs show participants how their drinking habits stack up against those of their peers, often exposing a common misconception that others drink more than they actually do. In contrast, CAA encourages participants to reflect on why it is a good idea to avoid alcohol-related problems and identify specific actions to minimize these risks.

CAA’s personalized approach frames the discussion broadly, focusing on why young people should avoid problems rather than directly telling them what to do. This makes the intervention more engaging and less confrontational. As participants respond to prompts, a research assistant or peer asks them to explain their written responses, which likely strengthens the intervention’s effect.

The researchers stress that having multiple brief interventions is essential since no single approach works for everyone. Offering evidence-based options increases the chances of reaching more people who are undergoing a period of heightened risk. With CAA providing another effective tool, especially for those who may not respond to PNF, this new approach holds promise in reducing college-aged drinking harms.