After arguing that alcohol use is prevalent among American youths throughout early adulthood. This article describe the theory of planned behavior, expectancy theory, and the role of perceived control as rational predictors of alcohol use and abuse. Focusing on normative predictors of alcohol consumption such as parental and peer influences, the authors describe the 87 11th grade students, the 105 college freshmen, and 107 college juniors surveyed in this study. Analysis of survey results indicated that adolescents made rational decisions to consume alcohol, weighing the positive and negative considerations concerning alcohol use, largely discounting the negative considerations. Furthermore, although perceived peer norms predicted alcohol consumption in all three age groups, the influence of perceived parental norms varied to the degree that they only effectively predicted alcohol use among college juniors. Future research should address ways to increase young people’s social and coping skills so that they may effectively avoid both drinking situations and the pressure to engage in alcohol consumption. Tables, references