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Social Norms Theory PRSRT STD SOCIAL NORMS PREVENTION STRATEGIES U.S. Postage PAID prevention Sacramento, CA Permit No. 2840 Tactics By Stephen Hahn-Smith Ph.D. Center for Applied Research Solutions and Fred Springer Ph.D. 771 Oak Ave. Parkway, Suite 2 SOCIAL NORMS THEORY Folsom, CA 95630 Introduction the underlying theory of social norms Social norms prevention strategies are an based prevention strategies, research that prevention environmental strategy that has both a has documented common misperceptions Tactics common sense and a scientific appeal. The on alcohol and drug use, a case study of underlying ideas that support social norms a successful social norms program at a prevention strategies are straightforward. college campus, guidelines for success- ful application of social norms strategies, Resources and Research Let’s Hear From You! • Individual behavior is influenced by and various resources that can be used http://www.edc.org/hec/socialnorms/theory/ We welcome readers’ comments perceptions of what other people accept to implement a social norms program. appendix.html on topics presented. and expect, and how they behave. Call us at 916.983.9506, Social Norms Theory References: • Individual perceptions of what others fax us at 916.983.5738 As outlined above, social norms theory Berkowitz, AD (2004). An Overview of the Social Norms accept, expect and do with respect to or send an email to posits that individual behavior is influenced Approach. To be published as Chapter 13 in L Lederman, L substance use and other potentially Theory • Misperceptions • Designing Successful Interventions by oftentimes incorrect perceptions of Stewart, F Goodhart and L Laitman: Changing the Culture of [email protected] harmful behaviors are often inaccurate. how other members of our social groups College Drinking: A Socially Situated Prevention Campaign, We often assume that others are more Hampton Press. Referenced at http://www.alanberkowitz.com/ think and act (Berkowitz, 2004). Research Additional copies of this publication accepting of negative behaviors than articles/social_norms_short.pdf. has shown that individuals, especially are available upon request or online they actually are; and that they engage at: www.ca-cpi.org adolescents and young adults, frequently Berkowitz, AD (1997) From Reactive to Proactive Prevention: in more negative behaviors than they overestimate the permissiveness of peer Promoting an Ecology of Health on Campus. In P. Clayton actually do. Rivers and Elise R. Shore (Eds) Substance Abuse on Campus: attitudes or behavior with respect to alco- • Correcting these misperceptions will A Handbook for College and University Personnel. Westport, hol, drug use, and other problem behav- CT: Greenwood Press. strengthen individual feelings that their iors. Conversely, individuals frequently prevention desire to resist negative behaviors is underestimate the prevalence of healthy Berkowitz, AD & Perkins, HW (1986). Problem Drinking Among is published periodically in fact normal – shared by the majority attitudes and behaviors (Perkins, Meilman, College Students: A Review of Recent Research. Journal of Tactics by CARS under its Community Prevention of other people. This perception will Leichliter, Cashin, & Presley, 1999; Perkins American College Health, 35:21-28. Institute contract with the California increase the feeling of social support & Wechsler, 1996). This discourages indi- Department of Alcohol and Drug Programs for positive behaviors, and increase the Borsari, BB & Carey, KB (2003). Descriptive and Injunctive (DADP). The purpose of this publication is viduals from engaging in those positive prevalence of those positive behaviors. Norms in College Drinking: A Meta-Analytic Integration. to help practitioners in the prevention field behaviors. These misperceptions extend Journal of Studies on Alcohol, 64:331-341. stay abreast of best practices emerging to a broad array of attitudes and behav- from current research and to provide prac- There is solid theory behind the strate- iors, including alcohol and drug use, Perkins, HW & Craig, DW (2002). A Multifaceted Social Norms tical tools and resources for implementing gies, research has demonstrated that tobacco use, risky sexual behavior, sexual Approach to Reduce High-Risk Drinking: Lessons from Hobart proven strategies. and William Smith Colleges. Higher Education Center for the theory is sound, and evaluation has assault, homophobia, academic climate, The information or strategies highlighted documented the practices and circumstanc- disordered eating and body image dis- Alcohol and Other Drug Prevention in Prevention Tactics do not constitute an endorsement by DADP, nor are the ideas es that support reductions in substance tortion, and prejudices (Berkowitz, 2004). Perkins HW, Meilman P, Leichliter JS, Cashin JR, and opinions expressed herein those of use through a social norms approach. Presley C. Misperceptions of the norms for the frequency DADP or its staff. This Tactics edition focuses on the Peer influences, as measured by percep- of alcohol and other drug use on college campuses. Journal social norms approach to prevention of tions of peer behaviors or attitudes, are of American College Health. 47: 253–258, 1999. © 2005 by Community Prevention Institute (CPI) Permission to reproduce is granted, provided alcohol and drug abuse. We will explore consistently among those factors most credit is given. Perkins HW, Wechsler H. Variation in perceived college drinking highly associated with individual beliefs and norms and its impact on alcohol abuse: A nationwide study. Edition 8:9 prevention 8:9 (2005) behaviors (Berkowitz & Perkins, 1986). Journal of Drug Issues. 26: 961–974, 1996. Author: Stephen Haun-Smith Tactics These associations are typically stron- and Fred Springer ger than those for many other recog- Designer: Studio C Tactics (tak´tiks) n. 1. a plan for promoting a desired end. 2. the art of the possible. nized risk and protective factors, includ- 6 1 ing family, culture, community, teachers, Types of Misperceptions 3. Electronic media included screen implemented, there were considerable religion, and a person’s biology and One of the contributions that research- savers placed on all student-accessed, changes in perceptions and behaviors: personality. While it is difficult to prove ers have made to social norms theory college owned computers with social that perceptions of peer attitude and behav- is the identification of different types norms messages; an interactive, multi- • At pre-test, students perceived 70 ior have a causal influence on individual of misperception. Understanding the media computer program called percent of other students were attitudes and behavior, there are indications type of misperception applicable to a “Campus Factoids,” which gave the heavy drinkers (5 or more drinks in that the influence of these perceptions is specific population to be served in a campus community access to a database a row). After the intervention, this more real than for other frequently cited risk program is an important guide to develop- of information, video clips, and online number decreased to 55 percent, a and protective factors. For example, research ing effective social norms interventions. discussions related to alcohol and other 21 percent decline. has clearly demonstrated that intervention- Three important types of intervention in the drug use as well as other topics; and a • At pre-test, students perceived 14 produced change in attitudes does not lead prevention field are: 1) pluralistic ignorance, project website (http://alcohol.hws.edu) percent of the student population to changes in behavior, even though pre- 2) false consensus, and 3) false uniqueness. to provide general information on were abstainers. After the intervention, intervention attitudes are associated with alcohol and other drugs, the social norms students perceived that 23 percent of behavior (SAMHSA/ CSAP, 2002). Studies of Pluralistic Ignorance is the most approach, project activities, and findings. fellow students were abstainers. social norms interventions, however, have common misperception and occurs 4. Curriculum development activities • Reported actual drinking decreased demonstrated that changed perceptions when a majority of individuals falsely included a survey of faculty regarding the as well. The reported actual average about social norms have been accompa- assume that most of their peers behave current AOD related content in curricula, drinks at a party or bar was 5.1 at nied by changes in substance use behavior or think differently when in fact they are the purchase of books and videos for pre-test and 4.4 at post-test, a (Berkowitz, 1997; Borsari & Carey, 2003. similar. For example, most students drink the campus library, the enhancement of 14 percent decrease. moderately or not at all, yet they incorrectly a model interdisciplinary course on In summary, the central tenet of social norms assume that other students drink more than alcohol use and abuse, and the delivery After five years: theory is that correcting misperceptions themselves. The effect is that their behav- of educational workshops for faculty • 41 percent increase in the number of is likely to result in decreased problem ior might shift to more drinking because and for student-teachers to facilitate students who correctly perceived the behavior and increased prevalence of healthy they perceive this to be the norm. Social discussion of AOD issues and social campus drinking norm as moderate behaviors. Extensive
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