Predicting College Student Drinking and Smoking Intentions With Cognitively Accessible Attitudes and Norms

Understanding the factors that make college students more likely to drink alcohol and smoke cigarettes is key to developing effective interventions in order to reduce these behaviors. This study sought to understand entering college students’ intentions to engage in smoking and drinking behavior by examining the cognitive accessibility (ease of retrieval from memory) of attitudes and norms for drinking. A sample of 413 first-year college students living in on-campus residence halls participated in the study in the first 2 weeks of their first semester of college. Reaction time measures of attitudes and norms assessed the cognitive accessibility of these constructs. Hierarchical linear regression analysis was conducted. Results indicated that the cognitive accessibility of both attitudes and peer injunctive norms predicted behavioral intentions to drink and smoke. Our findings indicate that when injunctive peer norms are accessible from memory, they are better predictors of drinking and smoking intentions than descriptive norms or injunctive family norms. Our work provides important guidance for interventions to reduce risky behavior in college students and suggests that emphasizing social costs of these behaviors may be a promising strategy.