C..H., Rice, R. E., & Saltz, R. (2014). An applied test of the
social learning theory of deviance to college alcohol use.
Journal of Health Communication,
hypotheses about influences on college drinking were derived from the
Learning Theory of Deviance were tested and confirmed.
The impact of ethnicity on alcohol use was
completely mediated by differential association and differential
while the impact of biological sex on alcohol use was partially
mediated. Higher net positive
reinforcements to costs
for alcohol use predicted increased general use, more underage use, and
frequent binge drinking. Two unexpected
finding were the negative relationship between negative expectations
negative experiences, and the substantive difference between
general drinkers compared to illegal or binge drinkers.
The discussion considers implications for
future campaigns based on Akers’s deterrence theory.
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