Student-generated protective behaviors to avert severe harm due to high-risk alcohol consumption

High-risk alcohol consumption is a significant problem on college campuses that many students see as a rite of passage in their development into adulthood. Developing effective prevention campaigns designed to lessen or avert the risks associated with alcohol consumption entails understanding how students perceive harmful consequences as well as the ways they protect themselves while drinking. This study used survey research to determine what undergraduate students perceived to be the most severe alcoholrelated harms and the protective behaviors that they thought would be effective at averting those harms. Results showed that students saw forced sex as the most severe alcohol-related harm, and the most commonly described protective behavior was personal responsibility. Implications of these findings for campus-focused health communication strategists and directions for future research are discussed.