The U.S. Surgeon General described college alcohol abuse as the most significant public health concern on university campuses (DHHS, 2007). Social norms have been identified as a strong predictor of college drinking and yet programs based on norms have had limited effectiveness in changing drinking behavior. Other theoretical explanations, such as the Health Belief Model, are needed to expand our theoretical understanding of collegiate drinking. Two-hundred and eighty-three (283) undergraduate students from three universities in the southeast were queried on demographic questions, social norms, and health beliefs related to drinking. Findings indicated that health beliefs add appreciably to variance in drinking, complementing both social norms and demographic variables commonly associated with alcohol consumption.