Findings show a wide range of individual differences relating to the amount of alcohol consumed and the perceptions of danger in alcohol use. The heavy drinkers in the current study tend to be men and include two subgroups: those who are somewhat aware of their heavy drinking because they experience hangovers and other negative effects and those who do not have strong aversive physical reactions to alcohol. The members of this group are especially at risk of addiction because they are unaware of any problems associated with their drinking. In addition, members of both groups tend to underestimate the extent of their drinking and reject the idea of external controls by the university or fraternity organization. However, a sizable minority of sorority members, as well as some fraternity members who consume modest amounts of alcohol, are concerned about too much drinking in the houses and are somewhat disposed to external control of drinking. These persons could form the basis of a new effort to lower alcohol consumption by introducing nonalcoholic parties that use techniques of relaxation and group dynamics. Tables and 16 references.