Strategies used by college students to persuade peers to drink

Abstract

This study investigated strategies used by college students to persuade peers to consume an alcoholic beverage. Six strategies were identified: simple offer, statement of benefits, availability, minimization, appeal to group norms, and facilitation. The most common persuasive strategy was a simple offer (46.4%). Initial offers were more likely to be simple (71.2%) follow‐up offers were more likely to be complex (61.8%). Resistance to simple and complex offers was equally likely to be met with additional persuasion. Direct refusals prompted simple offers as follow‐strategies; excuses prompted minimizations. Implications for prevention programs are discussed; recommendations for future research are provided.