Alcohol abuse on college campuses continues to be a significant public health issue and health promotion strategies are being directed at changing the culture of collegiate drinking. From a qualitative research perspective such efforts remain uniformed since this area of research is currently dominated by large-scale surveys that illuminate little regarding undergraduate perceptions of alcohol use. This study describes results conducted on perceptions of drinking among college students, and discusses the implications these results may have for developing collegiate alcohol abuse prevention programs. (Contains 1 footnote and 5 tables.)