Francie Mantak, Director of Health Education at Health Services

Perception Gap Students overestimate the quantity and frequency of alcohol consumption of those around them. Compared to their personal attitudes, students consistently estimate that typical students are more comfortable with and more approving of alcohol use.

Perception Gap How many drinks, on average, do you think most Brown students consume in a typical week? Flaw in skip pattern discovered on secondary analysis - perception of drinking rates is unfortnately reflective only of students who reported drinking “more than a few sips over the past year” - therefore it does not take into account non-drinkers (n=44; 15% of sample) - however, it does not affect the actual norms which is the crux of social norms marketing campaigns. Quite a gap in Drinks per week - with the perception being 6, but actual drinks being 2. A smaller gap in drinks per occaision with perceived drinks being 4, compared to the actual 3. While this may seem small, research has shown that overestimating the campus norm by one drink predicts almost a half drink (0.48) increase in personal alcohol consumption. Medians were chosen as an indicator of the norm because they are a more accurate representation of central tendency in comparison to means, which are subject to bias due to extreme responses. Although extreme responses were corrected during data preparation, medians provide an unaltered version of student behavior. No question about perceived length of drinking time for others; Unable to calculate perceived BAC. But the average BAC for respondents was .04.

Race/Ethnicity rpls rock! How many drinks, on average, do you think most Brown students consume in a typical week?

How does this gap get created? Interactive, jump in with questions at any time

The Perception Gap Interactive, jump in with questions at any time

The Perception Gap The alcohol industry spent approximately $6 billion on advertising and promotion in 2005 Youth were 96 times more likely to see an ad promoting alcohol than an industry ad discouraging underage drinking. Interactive, jump in with questions at any time

The Perception Gap This image is the first to come up when you google images of Animal House

rpls rock! The Perception Gap Drinking stories, jokes from parents, alums, staff, faculty

rpls rock! The Perception Gap Drinking stories, jokes from parents, alums, staff, faculty Noise, vandalism that happen with alcohol

The Perception Gap Drinking stories, jokes from parents, alums, staff faculty Noise, vandalism that happen with alcohol Drinking stories the next day

rpls rock! The Perception Gap Drinking stories, jokes from parents, alums, staff, faculty Noise, vandalism that happen with alcohol Drinking stories the next day This image is the first to come up when you google images of Animal House

The Perception Gap Drinking stories, jokes from parents, alums, staff, faculty Noise, vandalism that happen with alcohol Drinking stories the next day This image is the first to come up when you google images of Animal House

Non-drinkers 1 out of 5 Brown students don’t drink 1 out of 4 Brown first-years don’t drink “I had to take medication my freshman year and the doctor told me I couldn’t drink. It was such a relief to have an ‘official’ reason not to drink.” -----Brown student How many of you know someone who doesn’t drink?

Growing up with an alcoholic rpls rock! Growing up with an alcoholic 1 in 4 college students grew up with an alcoholic or substance abusing parent. People unlikely to talk about this experience….

rpls rock! Alcohol-Free Options Late Night Fund for alcohol-free events: $40,000 yearly budget Nelson Fitness Center: Monday through Friday 5:30am – midnight, Saturday & Sunday 7:00am - 9:00pm Food and nonalcoholic beverages are required at registered social events People unlikely to talk about this experience….

Normative environment rpls rock! Normative environment Friday classes are consistently part of Brown’s class schedule Sub-free residence options Correct student misperceptions of drinking norms

rpls rock! Alcohol Availability Kegs are prohibited on campus. Open containers are prohibited in Providence and on campus. Party managers’ training Law requires keg registration Proposed student bartender service People unlikely to talk about this experience….

rpls rock! Alcohol Availability College Hill and one other neighborhood in Providence have the highest density of alcohol outlets in the city. Increasing state alcohol tax – a very challenging thing to do

Marketing and Promotion of Alcohol rpls rock! Marketing and Promotion of Alcohol On campus Alcohol advertising and event sponsorship are prohibited on campus Advertisement of social functions cannot promote drunkenness

Marketing and Promotion of Alcohol rpls rock! Marketing and Promotion of Alcohol Off campus Address alcohol promotions that show drinking in high-risk contexts

Policy Development and Enforcement rpls rock! Policy Development and Enforcement On campus Revised campus alcohol and other drug (AOD) policy Events are registered and monitored by staff and security

Policy Development and Enforcement rpls rock! Policy Development and Enforcement Off campus Increase ID checks at off-campus bars and liquor stores Enforce seller penalties for sale of liquor to minors Enforce law against buying alcohol for minors Enforce penalties for possessing fake ID Use decoy operations at retail alcohol outlets

rpls rock! Overarching Issues Enforcement in general is lacking Cultural ambivalence about underage drinking Universities reluctant to engage in legislative advocacy Comparisons with tobacco DUI here

rpls rock! Overarching Issues Very little emphasis on primary prevention Public health doesn’t tell a good story