Purpose: To conduct a secondary analysis of survey data collected at a large, urban university assessing for change in students' alcohol use perceptions and behaviors between 2002 and 2004. After the baseline data collection in 2002, the campus launched an intensive media intervention to normalize low-risk drinking. Simultaneously, the campus shifted from being a primarily commuter to primarily residential. Methods: This cross-sectional analysis used data collected from students in randomly selected undergraduate classes in February 2002 (n= 662) and 2004 (n=1334). The survey instrument used was the National College Health Assessment. Variables were categorized as demographic, alcohol perception, and alcohol related behavior. Because the media intervention targeted undergraduate students, decisions were made to limit analysis to traditional undergraduate students and to eliminate extreme self-reported drinking outliers by only including 18-24 year old undergraduates and those who reported drinking 25 or fewer drinks per sitting. Frequency tables were used to assess patterns. Independent samples t-tests and Pearson correlation coefficients were also calculated. Results: Consistent with the literature review, this study confirmed the existence of alcohol use misperceptions. The percent of the sample reporting accurate low-risk use perceptions increased. Despite correcting misperceptions, this study failed to document a decrease in high risk alcohol use and harm. Independent samples t-tests calculations revealed a statistically significant change in perception (t=6.49; pConclusions: This study adds to the body of literature that documents misperceptions are positively correlated with heavy drinking. The review of the literature also suggests that residential campuses have higher consumption rates than commuter campuses. In light of the 25% increase in residence hall space that occurred at this campus, one might have predicted that alcohol consumption should have increased. It is possible that no change was beneficial change. The planning and implementation phases of social norms campaigns on college and university campuses must take into account changes to the campus environment and changes in the student population demographics.

The present study investigated high risk behaviors in a population of college students through the use of a large, national quantitative data set and individual qualitative interviews. Since millions of students are enrolled in higher education, which often comes at a great financial cost and sacrifice to them and their families (Henretta, Wolf, Van Voorhis & Soldo, 2012), this is a particularly important population to study. Additionally, despite being a time of optimal health, adolescence is also a time of increased mortality, particularly as it relates to social morbidities (Resnick et al., 1997). While risk taking amongst college students manifests itself in many ways, the primary focus of this research will be on alcohol use, drug use and sexual behavior. Recent research in the field, including the composite measure of psychosocial maturity (Steinberg, Cauffman, Woolard, Graham & Banich, 2009a), the social neuroscience perspective (Steinberg, 2008) and current trends in alcohol use, drug use and sexual behaviors amongst college students were examined. The American College Health Association National College Health Assessment II (ACHA-NCHA II) provided statistically significant evidence that students who drink more (frequency and quantity) have lower overall GPAs, experience more negative consequences as a result of their drinking and experience more impediments to academic success. Students who live on campus, are members of Greek fraternities and sororities and/or are varsity athletes engage in higher levels of binge drinking than their peers. Additionally, students who drink more (frequency and quantity) engage in other risky behaviors (unprotected sex, NMPD use, etc.) at higher rates than their peers. Qualitative interviews with high achieving students who engaged in various levels of risk taking resulted in the explication of six distinct themes: defining and conceptualizing risk taking, decision making, painting a picture of individual risk taking, academic achievement, peer perceptions and influence, and achieving both (what allows a high risk student to also be high achieving). In addition to the above analyses, the present study also examines implications for practitioners and directions for future research. / Educational Psychology