Strategies used by college students to persuade peers to drink

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.