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The social norms approach, or social norms marketing,[1]
is an environmental strategy gaining ground in health campaigns.[2]
While conducting research in the mid-1980s, two researchers, H.W. Perkins and A.D. Berkowitz,[3] 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.[4] Despite the fact that college drinking is at elevated levels, the perceived amount almost always exceeds actual behavior.[2] The social norms approach has shown signs of countering misperceptions, however research on changes in behavior resulting from changed perceptions varies between mixed to conclusively nonexistent.[5]
^Mark Frauenfelder. "The year in ideas: A TO Z.; Social-norms marketing". New York Times. December 9, 2001.
^ abPerkins, H. W. (2003). The Social Norms Approach to Preventing School and College Age Substance Abuse: A Handbook for Educators, Counselors, and Clinicians. San Francisco: Jossey-Bass, 2003.
^Cite error: The named reference Ber was invoked but never defined (see the help page).
^Segrist, D.; Corcoran, K.; Jordan-Fleming, M.; Rose, P. (2007). "Yeah I drink…but not as much as other guys: The majority fallacy among adolescent males". North American Journal of Psychology. 9: 307–320.
^Weschler, H; Nelson; Lee, Jae Eun; Sebring; Lewis & Keeling (2003). "Perception and Reality: A National Evaluation of Social Norms Marketing Interventions to Reduce College Students Heavy Alcohol Use" (PDF). Journal of Studies on Alcohol. 64 (4): 484–494. doi:10.15288/jsa.2003.64.484. PMID 12921190. Archived (PDF) from the original on 2016-11-04. Retrieved 2016-11-04.
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