Abstract

Rooted in the social cure model and the planned behavior theory, this cross-sectional study investigated the effect of group norms and ingroup identification on binge drinking. Identification with group of friends, group norms, perceived behavioral control, intention to binge drinking and reported drink behavior were collected in a sample of 200 young adults. Results indicated that group norms and identification interacted so that the more group norms favored alcohol consumption, the more participants had the intention to binge drink and the less they perceived they were able to control their behavior, especially for strongly identified participants. The research limits are discussed.