Self-monitoring as a Moderator between Descriptive Norms and Drinking: Findings among Korean and American University Students

Guided by the theory of normative social behavior (TNSB), this research examined whether a self-monitoring individual difference variable moderates the link between descriptive norms and drinking as well as drinking intentions such that the relations become stronger as self-monitoring becomes stronger. Contrary to our prediction, Study 1 showed that low self-monitoring Korean undergraduates were more likely to be guided by normative information when drinking and intending to drink when compared to those with high self-monitors. Study 2 was conducted using an American university sample, and results of the second study were identical to those of the first study. The relationship between descriptive norms and drinking was stronger among university students who are low self-monitors as compared to those who are high self-monitors. Implications for interventions are discussed.