Constructs of The Social Norms Approach
The social norms approach is founded upon a set of assumptions that individuals incorrectly perceive that the attitudes or behaviors of others are different from their own, when in reality they are similar. This phenomenon is known as pluralistic ignorance. It is largely because individuals assume the most memorable and salient, often extreme, behavior is representative of the behavior of the majority. This may lead individuals to adjust their behavior to that of the presumed majority by adhering to the pseudo-norms created by observing such memorable behavior. These exaggerated perceptions, or rather misperceptions, of peer behavior will continue to influence the habits of the majority, if they are unchallenged. This means that individuals may be more likely to enact problem behaviors and suppress healthier practices, making support for healthy behaviors much less visible at an aggregate level. This effect has been documented for alcohol, illegal drug use, smoking, other health behaviors, and attitudes, such as prejudice.
A phenomenon known as false consensus is closely related to the idea of pluralistic ignorance, and refers to the incorrect belief that others are similar, when in reality they are not. For example, heavy drinkers will think that most others consume as much as they do, and will use this belief to justify their behavior. Berkowitz, an independent consultant who works full-time to promote these ideas, describes false consensus and pluralistic ignorance as "mutually reinforcing and self-perpetuating…the majority is silent because it thinks it is a minority, and the minority is vocal because it believes that it represents the majority" (p. 194).
These phenomena both have the potential to be addressed by a social norms intervention. Berkowitz describes this possibility in relation to reducing alcohol use:
…social norms interventions have been found to be effective in changing the behavior of the moderate or occasional-drinking majority (pluralistic ignorance) as well as confronting and changing the behavior of the heavy drinking minority (false consensus) (p. 9)
Thus, the social norms approach predicts that an intervention which aims to correct misperceptions by exposing actual norms will benefit society as well as individuals, because it will lead people to reduce problem behaviors or increase participation in healthy behaviors. There have been multiple studies which have indeed shown that social norms campaigns can have such positive effects on target populations. One study in particular, which utilized 18 different colleges over a three-year period, found that social norms campaigns were associated with lower perceptions of student drinking and lower consumption levels. Oddly, when the results of this same study were reported at a conference of alcohol educators, DeJong reported that alcohol consumption INCREASED among both control participants and among the experimental group (those who got the social norms marketing treatment). This discrepancy in reported findings between a conference paper and published journal paper is difficult to reconcile.
Another intervention designed to reduce drinking amongst student athletes had similar results, reducing misperceptions of alcohol consumption. Also, within the time period of the intervention, there were declines in personal consumption, high risk drinking, and alcohol-related consequences. When critiquing this study, one should ask how many dependent variables were assessed, as this group of researchers often assesses as many as 20 or more outcome variables and finds change in 2 or 3 and calls the program successful.
A recent trial of a live, interactive, normative feedback program in which students used keypads to input information had positive effects in terms of reducing misperceptions and drinking behavior. There are many other examples of successful social norms campaigns, which cover various topics, population sizes, and media through which normative messages are conveyed.
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