Social Norm Theory – BMS Notes

Perkins and Berkowitz used the Social Norms Theory for the first time in 1986 to examine the alcohol consumption trends of students. Because of this, the theory—and the social norms approach that followed—is most well-known for its ability to lower alcohol use and alcohol-related injuries among college students. A broad variety of public health issues have also been addressed by this method, such as the usage of seat belts, the avoidance of driving while intoxicated, tobacco use, and, more recently, sexual assault prevention. College students are often the target audience for social norms initiatives, however younger student groups have increasingly been employed as well (i.e., high school).

This idea suggests that understanding interpersonal and environmental effects (such peers) might have a greater impact on behaviour modification than focusing just on the individual. Social Norms Theory’s main emphasis is on peer influence and how it affects people’s decisions about their actions. When addressing behaviours in adolescents, normative ideas and peer pressures play a particularly significant role. Perceived norms—what we consider to be normal or standard in a group—have a greater effect on peer influences than the actual norm (the real beliefs and actions of the group). The social norms method is based on the false assumption that there is a difference between what is perceived and what is really there.

According to the Social Norms Theory, our actions are shaped by false impressions of the thoughts and actions of our peers. If we overestimate our peers’ problematic conduct, we will increase our own problematic behaviour; if we underestimate our peers’ problematic behaviour, we will be discouraged from partaking in the problematic activity. As a consequence, the theory contends that changing misconceptions about accepted standards will almost always lead to a reduction in problematic conduct or an increase in desirable behaviour.

In an attempt to dispel misconceptions about norms, social norms interventions seek to provide accurate information about peer group norms. Specifically, a lot of social norms interventions are social norms media campaigns that use community-wide print and electronic media to dispel misconceptions and advance healthy, truthful norms on health-related behaviour. A social norms media campaign goes through the following phases:

• Evaluation or gathering of information to support the message
• choosing the normative statement to be proclaimed
• To make sure the message is well received, test it with the intended audience.
• Decision on the delivery method of the message
• Dosage, or quantity, of the message to be conveyed
• An assessment of the message’s efficacy

Currently, several government agencies, state agencies, foundation grants, and non-profit groups are funding media campaigns promoting social norms. Occasionally, business funds media initiatives that promote societal standards. Numerous assessments of programmes promoting social norms have been carried out.

Before using the Social Norms Theory, it is important to take into account a number of its limitations. The following are some of the theory’s limitations:

Due to misunderstandings, participants in an intervention centred on social norms are prone to doubt the first message sent to them. Reliable information presentation is necessary to dispel such misconceptions.

Inadequate initial data collection might result in inaccurate data and a bad choice of normative message. This might damage the campaign and propagate false information.

Even if the message is well selected, untrustworthy sources or sources that lack credibility with the target audience might provide an unattractive message that damages the campaign.

The target population’s dosage, or quantity, of the message must be sufficient to have an effect but not so excessive as to become ingrained.

Despite these drawbacks, when used appropriately, Social Norms Theory may be a very powerful tool for modifying individual behaviour by concentrating on altering collective misperceptions. Interventions based on social norms may be employed alone or in combination with other kinds of intervention techniques. Correct and persuasive messaging aimed at the at-risk group provide the best results when it comes to social norms interventions. Understanding the norms within the group of interest requires a significant investment of time and resources in research and data collecting in order to focus messaging. Interventions pertaining to social norms work best when they are offered in interactive ways that actively include the target audience.