With the increasing threat of Acquired Immune Deficiency Syndrome (AIDS), intensive educational programs are implemented and/or planned worldwide. It is usually assumed that providing information and generating concern leads to AIDS-preventive behaviors. Attitude theory and research in social psychology does not necessarily support this assumption. Studies suggest that individuals may use defensive information screening and/or denial strategies to deal with the anxiety that is produced by such information. Also, research indicates that effects on behavior are mediated by normative factors that support or oppose them. With regard to sexual beliefs and behaviors, family, peer group, and sexual partner(s) are important normative groups for adolescents and young adults. The present investigation is aimed at measuring the relationship between these normative factors and AIDS-preventive behaviors in 274 college students in a small conservative town in the United States. Results indicated that, although knowledge level was high, a considerable proportion of the respondents were involved in risky behaviors. (Author)