The social norms approach, or social norms marketing, is an environmental strategy gaining ground in health campaigns. While conducting research in the mid-1980s, two researchers, H.W. Perkins and A.D. Berkowitz, reported that students at a small U.S. college held exaggerated beliefs about the normal frequency and consumption habits of other students with regard to alcohol. These inflated perceptions have been found in many educational institutions, with varying populations and locations. Despite the fact that college drinking is at elevated levels, the perceived amount almost always exceeds actual behavior The social norms approach has shown signs of countering misperceptions, however research on resulting changes in behavior resulting from changed perceptions varies between mixed to conclusively nonexistent.
Read more about Social Norms Approach: Constructs of The Social Norms Approach, History, Lifecycle, Glossary, See Also
Famous quotes containing the words social, norms and/or approach:
“Although adults have a role to play in teaching social skills to children, it is often best that they play it unobtrusively. In particular, adults must guard against embarrassing unskilled children by correcting them too publicly and against labeling children as shy in ways that may lead the children to see themselves in just that way.”
—Zick Rubin (20th century)
“There is a totalitarian regime inside every one of us. We are ruled by a ruthless politburo which sets ours norms and drives us from one five-year plan to another. The autonomous individual who has to justify his existence by his own efforts is in eternal bondage to himself.”
—Eric Hoffer (1902–1983)
“A lady with whom I was riding in the forest said to me that the woods always seemed to her to wait, as if the genii who inhabit them suspend their deeds until the wayfarer had passed onward; a thought which poetry has celebrated in the dance of the fairies, which breaks off on the approach of human feet.”
—Ralph Waldo Emerson (1803–1882)