Though men consume more alcohol than women, women’s alcohol intake has increased steadily during the past thirty years (Johnston, O'Malley, Bachman, & Schulenberg, 2007; Wechsler et al., 2002). Research has begun to explore unique influences on women’s consumption. This week’s DRAM reviews a study that explores the effects of reflective norms (i.e., individuals’ beliefs about what behaviors the opposite sex prefers them to do) on college women’s drinking behavior (LaBrie, Cail, Hummer, & Lac, 2009). Methods: 3,616 college students (53.6% of the initial representative sample targeted for recruitment from two west coast universities) completed a Web-based survey. 62% of participants... Read more →