Abuse of alcohol is a major problem on many college campuses. To reduce problem drinking behavior, interventions must be directed toward those factors associated with problem drinking. In this study we were especially interested how perceptions of the role of alcohol related to problem drinking. Student (n=259) voluntarily completed questionnaires in their regular classroom setting. The questionnaire included items concerned with drinking behavior, perceptions regarding the positive effects of alcohol, and items assessing the role of alcohol and weight gain. Data were analyzed using SAS programs. Results indicated that among female students 75.44% reported having ever been drunk; 22.12% reported having been drunk more than 20 times in the last year; and 48.21% reported having been drunk at least one time in the last month. Among male students 80.00% reported having ever been drunk; 60.00% reported having been drunk more than 20 times in the last year; 67.50% reported having been drunk at least once in the last month. Factor analysis allowed us to identify a problem drinking factor and three alcohol perception factors. The first alcohol perception factor we called “social bonding.” The second alcohol perception factor we called “sexiness.” A third perception factor was also identified that assessed knowledge of the role of alcohol and weight gain. For all three perception factors the scores for the items comprising that factor were summed to obtain a total factor score. Multiple regression analysis was conducted using problem drinking as the dependent variable and social bonding and sexiness as the predictor variables. Separate analyses were conducted for males and females. Results indicated that for both males and females the three predictor variables, as a set, accounted for a significant (p<.0001) amount of the variation in problem drinking (Rsquare = .672 for females and .672 for males) with social bonding and friends the two most important predictor variables for women (Rsq = .570) and friends and knowledge of role of alcohol and weight gain for males (Rsq = .656. Results suggest that programs designed to prevent problem drinking may wish to: (1) identifying positive ways to promote social bonding that avoid problem drinking (or avoid alcohol altogether), (2) demonstrating that problem drinking can often be detrimental to social bonding. (3) address changing social norms, (4) promote an accurate view of the role of alcohol in weight gain. Future research should examine the impact of interventions that address these issues.Keyword(s): college level issues, health promotion, research