The social norms approach to preventing problem behavior and promoting and reinforcing positive behavior, put simply, is to dispel the myths about the problem being the norm among peers. It starts with gathering credible data from a population and identifying the actual norms regarding the attitudes and behavior of concern. Then a social norms intervention intensively communicates the truth through media campaigns, interactive programs, and other educational venues. Evidence has shown youth responding to these initiatives with more realistic perceptions of peers, problem behavior decreasing, and the norm of positive behavior growing stronger in the population. |
Contact:
H. Wesley Perkins, Ph.D.
Dept. of Anthropology/Sociology
Phone: (315) 781-3437
E-mail: perkins@hws.edu
David W. Craig, Ph.D.
Dept. of Chemistry
Phone: (315) 781-3860
E-mail: craig@hws.edu
Hobart and William Smith
Colleges
Geneva, NY 14456
Students perceive that many more of their peers engage in alcohol and drug misuse than is actually the case. Their misperceptions are an important contributor leading to increased substance abuse.
Bullying
behaviors
are not the norm...but most perceive that some form of bullying is normative
among their peers. This misperception contributes to greater bullying behavior.
Youth
misperceive peer weight
norms
and that misperception
alters how they see themselves. These misperceptions can lead
to poor self image, unhealthy
eating, and even contribute
to eating disorders.
Gathering
credible data, using good research
techniques, and using an
assessment instrument that gathers both personal information and perceptions of peers is a crucial element
of the social norms approach.
