Social Norms Interventions Research Articles

Can social norm interventions promote voluntary pro environmental action?

Conventional wisdom holds that voluntary pro-environmental action of citizens is desirable, but there remains much debate over how it could be promoted. We study this issue focusing on social norm interventions to increase voluntary carbon offsetting, which involves high personal costs. Specifically, we examine the causal effects of two types of social norm signals. One relates to attitudes and behaviour of other car owners (group information), the other to government policy on carbon offsetting, which carries an institutional signal of social desirability. While the former should have a positive effect, the latter could encourage or crowd out voluntary offsetting. Based on an experimental study design and a representative sample of 1919 car owners from the largest canton in Switzerland we find that, despite high costs, around 25% of our sample expressed a willingness to offset, and 11% actually paid to offset their emissions. The group norm intervention per se had little effect, but the combination of institutional and group norm signal caused a substantial increase in offsetting payment. Our study contributes to the discussion on how social norms and pro-environmental behaviour relate. The two main policy implications are that: (1) there is substantial room for using voluntary carbon offsetting to reduce emissions; and (2) institutional norm signals can promote voluntary carbon offsetting when pro-environmental behaviour is not yet widespread and group related norm interventions are thus difficult.

Theory and practice of social norms interventions: eight common pitfalls

BackgroundRecently, Global Health practitioners, scholars, and donors have expressed increased interest in “changing social norms” as a strategy to promote health and well-being in low and mid-income countries (LMIC). Despite this burgeoning interest, the ability of practitioners to use social norm theory to inform health interventions varies widely.Main bodyHere, we identify eight pitfalls that practitioners must avoid as they plan to integrate a social norms perspective in their interventions, as well as eight learnings. These learnings are: 1) Social norms and attitudes are different; 2) Social norms and attitudes can coincide; 3) Protective norms can offer important resources for achieving effective social improvement in people’s health-related practices; 4) Harmful practices are sustained by a matrix of factors that need to be understood in their interactions; 5) The prevalence of a norm is not necessarily a sign of its strength; 6) Social norms can exert both direct and indirect influence; 7) Publicising the prevalence of a harmful practice can make things worse; 8) People-led social norm change is both the right and the smart thing to do.ConclusionsAs the understanding of how norms evolve in LMIC advances, practitioners will develop greater understanding of what works to help people lead change in harmful norms within their contexts. Awareness of these pitfalls has helped several of them increase the effectiveness of their interventions addressing social norms in the field. We are confident that others will benefit from these reflections as well.

A Social Norms Intervention Going Wrong: Boomerang Effects from Descriptive Norms Information

A large body of research supports the idea of social norms communication promoting pro-social and pro-environmental behaviour. This paper investigates social norms communication in the field. Signs prompting consumers about sustainable seafood labels and informing them about other consumers’ sustainable choices were displayed in supermarkets in Norway and Germany. Seafood sales (sustainably labelled versus unlabelled products) were observed before, during, and after the implementation of the signs. The expected change towards more sustainable choices was generally not found. In Norway, the choice of sustainable seafood increased in the prompt-only condition, but the effect was neutralised when social norms information was added. In Germany, social norm messages lead to a decline in sustainable choices compared to baseline, a boomerang effect. Overall, an increase in the purchase of seafood (both sustainably labelled and unlabelled) was noted during the intervention. A second study was carried out to further explore the finding that consumers were mainly primed with “seafood” as a food group. In a laboratory setting, participants were confronted with stereotypical food pictures, combined with short sentences encouraging different consumption patterns. Subsequently, they were asked to choose food products in a virtual shop. Confirming the findings of Study 1, participants chose more of the groceries belonging to the food group they were primed with. These studies suggest that social norms interventions—recently often perceived as “the Holy Grail” for behaviour change—are not as universally applicable as suggested in the literature. According to this study, even descriptive norm messages can produce boomerang effects.

Perceived peer norms and alcohol use among college students in China

IntroductionCurrently, there has been little research on peer drinking norms with non-English speaking college populations. Using a Chinese college student sample, the present study investigated perceived peer norms and their associations with individual alcohol-related behaviors. MethodsPast six-month drinkers (n = 436, 50% men, mean age = 20.49) recruited from one college in China took an anonymous paper-and-pencil survey. To examine the differences in alcohol-related behaviors among groups, one-way repeated measures analysis of variance and chi-square tests were conducted. To investigate the associations between perceived peer norms and individual alcohol-related behaviors, sequential linear and logistic regression analyses were conducted. ResultsThere were overall mean differences in alcohol use among participants, perceived best friends, and perceived average student for both men (F (1.98, 421.06) = 13.12, p < .001) and women (F (1.89, 399.70) = 5.79, p < .01). The proportion of best friends perceived as having had heavy episodic drinking was higher than that of participants who had had heavy episodic drinking (χ2 (1, N = 415) = 61.85, p < .001). So was the proportion of the average student perceived as having had heavy episodic drinking (χ2 (1, N = 414) = 68.17, p < .001). After controlling for demographic variables, perceived peer alcohol use explained 17% of the variance in individual alcohol use; perceived peer heavy episodic drinking contributed to 2.6 to 3.6 times higher odds of participants' reporting heavy episodic drinking. ConclusionsReplication research is needed to inform social norms interventions for Chinese college students.

Personal and perceived peer use and attitudes towards use of non-prescribed prescription sedatives and sleeping pills among university students in seven European countries

IntroductionThe use of non-prescribed prescription sedatives and sleeping pills (NPPSSP) among university students has been described as an important public health issue. However, the impact of perceived social norms on students' use and attitudes towards use of NPPSSP is still unclear. Our aim was to investigate whether perceptions of peer use and approval of use are associated with students' personal use and approval of NPPSSP use. MethodsCross-sectional data from the Social Norms Intervention for the prevention of Polydrug Use (SNIPE) project containing 4482 university students from seven European countries were analyzed to investigate self-other discrepancies regarding personal use and attitudes towards NPPSSP use. Associations between personal and perceived peer use and between personal and perceived approval of use were examined using multivariable logistic regression. ResultsThe majority (51.0%) of students perceived their peers' NPPSSP use to be higher than their personal use. 92.6% of students perceived their peers' approval of NPPSSP use to be identical or higher than their personal approval. Students perceiving that the majority of peers had used NPPSSP at least once displayed higher odds for personal lifetime use (OR: 1.95, 95% CI: 1.49–2.55). Perceived peer approval of NPPSSP use was associated with higher odds for personal approval (OR: 5.49, 95% CI: 4.63–6.51). ConclusionsAmong European university students, perceiving NPPSSP use and approval of use to be the norm was positively associated with students' personal NPPSSP use and approval of use, respectively. Interventions addressing perceived social norms may prevent or reduce NPPSSP use among university students.Final trial registration number: DRKS00004375 on the ‘German Clinical Trials Register’.

In pursuit of intimacy: disability stigma, womanhood and intimate partnerships in South Africa

Notions of womanhood inculcate naturalised ideologies of femininity, sexuality, motherhood and caregiving. The paper asks how disability stigma intersects with womanhood to characterise intimate partnerships in South Africa. In-depth interviews with 30 women with a range of disabilities were conducted in informal settlements in Cape Town. Findings suggest that disability stigma may hamper attainment of normative womanhood and sexual relationships for women with disabilities in South Africa. Limited opportunities to meet potential partners, hegemonic gender expectations and restricted sexual and physical contact shape their intimate partnerships. However, women with disabilities also challenge ableist constructs of normalcy and discredit negative images of disabled womanhood. Because of this, theoretical models of intimate partner violence should consider the influence of disability on constructions of sexuality and norms in intimate partnerships. Building on women with disabilities’ stigma-avoidance strategies will help facilitate better relationship outcomes. Social norms interventions with broader society, communities, women with disabilities and their partners, family and carers can help destabilise assumptions that women with disabilities are unable to have long-lasting and fulfilling sexual and intimate partnerships. Moreover, accessible and relevant sexuality education and information on relationships, intimate partner violence, maternal and sexual and reproductive health care can ensure healthy and safe intimate partnerships for women with disabilities.

Replication of a Rank-Framed Social Norms Experiment

Decades of research on the social norms approach (SNA) has shown that informing people of how their behavior compares to their peers is an effective way to reduce risky behavior. The SNA has been particularly successful at reducing drinking on college campuses. However, one recent study may have found a way to improve upon the SNA: rank-framing messages. This study found that reframing social norms messages to show how students’ alcohol consumption ranks relative to their peers is more effective at increasing information seeking. The current study is a replication of this study. Rank-framed messages did decrease drinking behaviors but did not increase information seeking. Possible explanations and the potential merit of rank-framed social norms interventions are discussed.

Using social norms theory for health promotion in low-income countries.

SummarySocial norms can greatly influence people’s health-related choices and behaviours. In the last few years, scholars and practitioners working in low- and mid-income countries (LMIC) have increasingly been trying to harness the influence of social norms to improve people’s health globally. However, the literature informing social norm interventions in LMIC lacks a framework to understand how norms interact with other factors that sustain harmful practices and behaviours. This gap has led to short-sighted interventions that target social norms exclusively without a wider awareness of how other institutional, material, individual and social factors affect the harmful practice. Emphasizing norms to the exclusion of other factors might ultimately discredit norms-based strategies, not because they are flawed but because they alone are not sufficient to shift behaviour. In this paper, we share a framework (already adopted by some practitioners) that locates norm-based strategies within the wider array of factors that must be considered when designing prevention programmes in LMIC.

Theory and Practice of Social Norms Interventions: Eight Common Pitfalls

Background: Scholars and practitioners working in health promotion and gender equality in low and mid-income countries (LMIC) are witnessing heightened interest in changing social norms to achieve greater wellbeing. Despite this burgeoning interest, the ability of practitioners to use social norm theory to inform programming, varies widely. Main Body: Here, we identify eight pitfalls that practitioners must avoid as they plan to integrate a social norms perspective in their interventions and as many learnings. The eight learnings are: 1) Social norms and attitudes are different; 2) Social norms and attitudes can be concordant; 3) Protective norms can offer important resources for achieving effective social improvement in people's gender-related health practices; 4) Harmful practices are sustained by an ecology of factors that need to be understood in their interactions; 5) The prevalence of a norm is not necessarily a sign of its strength; 6) Social norms can exert both direct and indirect influence; 7) Publicising the prevalence of a harmful practice can make things worse; 8) People-led social norm change is both the right and the smart thing to do. Conclusions: As the understanding of how norms evolve in LMIC advances, practitioners will develop greater understanding of what works to help people lead change in harmful norms within their contexts. Awareness of these pitfalls has helped several of them increase the effectiveness of their interventions addressing gender-related social norms in the field. We are confident that others will benefit from these reflections as well.

Measurement of Social Norms Affecting Modern Contraceptive Use: A Literature Review.

As a critical building block to developing social norms interventions to support healthy family planning and other reproductive health behaviors, we conducted a literature review to identify and evaluate social norm measures related to modern contraceptive use. Of 174 articles reviewed in full, only 17 studies met our criteria for inclusion. Across these articles, no single measure of norms was used in more than one study; failure to specify the boundaries of who was engaging in and influencing the behaviors of interest contributed to the variation. Most of the studies relied on cross-sectional data, only included condom use as their contraceptive use outcome, used individual- or interpersonal-level behavior change theories rather than social-level theories, and assumed a reference group, all of which limit the quality of the norm measures. We make several recommendations to bring greater consistency and comparability to social norm measures.

Comparing educational interventions: Correcting misperceived norms improves college students' mental health attitudes

AbstractThis research targeted potential psychological contributors to college students' low levels of help‐seeking for mental distress using a field experiment. Researchers randomly assigned 520 undergraduates to 15‐min interventions: a novel, theory‐driven social norms intervention correcting misperceived distress, stigma, and help‐seeking norms; a general education intervention increasing mental health awareness; and a stress management active control condition. The norms intervention instilled more accurate perceptions of mental health norms and temporarily reduced perceived public stigma compared to other conditions. The norms and general education interventions improved attitudes toward seeking help for mental distress for at least 2 months, relative to the control. Effects on help‐seeking behavior were not observed in this timeframe. This research elucidates the robustness of brief social psychological mental health interventions on college campuses.

Licit and illicit substance use patterns among university students in Germany using cluster analysis

BackgroundThe use of multiple licit and illicit substances plays an important role in many university students’ lives. Previous research on multiple substance use patterns of university students, however, often fails to examine use of different illicit substances and/or hookah. Our objective was to complement and advance the current knowledge about common consumption patterns regarding illicit substances and hookah use in this group.MethodsStudents from eight German universities completed an online survey as part of the INSIST study (‘INternet-based Social norms Intervention for the prevention of substance use among STudents’) regarding their consumption of alcohol, tobacco, hookah, cannabis and other illicit substances. Cluster analysis identified distinct consumption patterns of concurrent and non-concurrent substance use and multinomial logistic regressions described key sociodemographic factors associated with these clusters.ResultsSix homogeneous groups were identified: ‘Alcohol Abstainers’ (10.8%), ‘Drinkers Only’ (48.2%), ‘Drinkers and Cigarette Smokers’ (14.6%), ‘Cannabis and Licit Substance Users’ (11.2%), ‘Hookah Users with Co-Use’ (9.8%) and ‘Illicit Substance Users with Co-Use’ (5.4%). Illicit substance use clustered with the consumption of alcohol, tobacco and cannabis. Hookah use was regularly associated with alcohol consumption, less commonly associated with tobacco or cannabis use and very rarely associated with use of other illicit substances. Individuals consuming licit and illicit substances or hookah were mostly male and lived together with other students. Characteristics such as the number of years an individual had spent studying at a university, subject of study, immigrant background and religious affiliation were less commonly associated with cluster membership.ConclusionsAlthough we found substance use patterns in our sample largely similar to previous reports, we identified an important subgroup of individuals using both illicit and licit substances. These individuals may benefit especially from targeted interventions that focus on modifying addictive behavior patterns.Trial registrationDRKS00007635. Registered 17 December 2014 (retrospectively registered).

How effective is a Danish social norms intervention in reducing pupils alcohol perceptions and use?

How effective is a Danish social norms intervention in reducing pupils alcohol perceptions and use?

Dynamic Norms Promote Sustainable Behavior, Even if It Is Counternormative

It is well known that people conform to normative information about other people’s current attitudes and behaviors. Do they also conform to dynamic norms—information about how other people’s behavior is changing over time? We investigated this question in three online and two field experiments. Experiments 1 through 4 examined high levels of meat consumption, a normative and salient behavior that is decreasing in the United States. Dynamic norms motivated change despite prevailing static norms, increasing interest in eating less meat (Experiments 1–3) and doubling meatless orders at a café (Experiment 4). Mediators included the anticipation of less meat eating in the future (preconformity) and the inference that reducing meat consumption mattered to other people (Experiments 2 and 3). In Experiment 5, we took advantage of a natural comparison to provide evidence that dynamic norms can also strengthen social-norm interventions when the static norm is positive; a positive dynamic norm resulted in reduced laundry loads and water use over 3 weeks during a drought.

Peer Effects in Competitive Environments: Field Experiments on Information Provision and Interventions

Prior studies of social-norms interventions have focused on nudging behavior in non-competitive settings. This research evaluates such interventions in competitive environments, e.g., a class with a competitive grading policy. Field experiments on a learning management system show that providing descriptive information about peers’ behavior has mixed effects in reducing procrastination and improving performance outcomes. Specifically, the effects are moderated by individual characteristics and contextual variables. First, peer information interventions are more effective for males, and the effects are stronger in a male-majority environment than in a female-majority environment. These findings differ from prior studies of social-norms interventions conducted in non-competitive settings, in which females are found to be more responsive to interventions. Gender differences in our competitive settings can be explained by males and females’ differential preferences for competition: males are more competitive-oriented and thus are more responsive to peer information in competitive environments. Second, we find that individuals who are in great need of interventions, i.e., those with poor past behavior and performance, are also more likely to benefit from peer information interventions, suggesting that peer information interventions motivate positive change. This study highlights the heterogeneous effects of peer information interventions and has implications for targeted interventions.

The effects of perceived social norms on handwashing behaviour in students

Handwashing is widely considered the most effective method of preventing the spread of infectious illness. Exploring the determinants of handwashing is vital to the development of interventions to increase this behaviour. A survey based on Social Norms Theory assessed handwashing frequency and perceptions of peer handwashing in 255 university students. Participants reported their own handwashing frequency, and how often they thought their peers washed their hands in particular circumstances, to determine whether misperceptions around handwashing exist, and whether these influence the behaviour of individuals. Gender was found to be a significant determinant of handwashing frequency as females reported washing their hands significantly more often than males. Participants also believed they washed their hands significantly more frequently than their peers. Perceived peer handwashing frequency was significantly correlated with participants’ own behaviour. This effect was seen in overall handwashing and in food, waste and illness-related hand washing. These results suggest perceived social norms around hand washing have a clear association with individual behaviour. Future research might test the effectiveness of a social norms intervention in other settings which carry an increased risk of infection spread.

Applying behavioural science to issues of public health in South Africa: The case for social norms intervention

&#x0D; &#x0D; &#x0D; In the effort to address behavioural risk factors – which contribute significantly to the global burden of disease – there is a growing movement in public health towards the use of interventions informed by behavioural science. These interventions have the benefit of being amenable to testing in randomised controlled trials, are cost-effective and, when scaled up, can have significant public health benefits. A subset of these interventions attempts to change behaviour by shifting social norms perception (what I think everyone else does and thinks). We surveyed the work on social norms intervention and considered its applicability to issues of public health in South Africa. Social norms interventions have widespread and significant potential to address issues of public health in South Africa; policymakers should look to these interventions as cost-effective tools to address key issues. More broadly, we advocate for an expansion of the use of behavioural science in developing public policy in South Africa.&#x0D; &#x0D; &#x0D; &#x0D; &#x0D; Significance: &#x0D; &#x0D; &#x0D; &#x0D; The application of behavioural science to issues of public health will contribute to evidence-based policy efforts in South Africa.&#x0D; &#x0D; &#x0D; &#x0D;

Designing feedback to mitigate teen distracted driving: A social norms approach

ObjectiveThe purpose of this research is to investigate teens’ perceived social norms and whether providing normative information can reduce distracted driving behaviors among them. BackgroundParents are among the most important social referents for teens; they have significant influences on teens’ driving behaviors, including distracted driving which significantly contributes to teens’ crash risks. Social norms interventions have been successfully applied in various domains including driving; however, this approach is yet to be explored for mitigating driver distraction among teens. MethodForty teens completed a driving simulator experiment while performing a self-paced visual-manual secondary task in four between-subject conditions: a) social norms feedback that provided a report at the end of each drive on teens’ distracted driving behavior, comparing their distraction engagement to their parent’s, b) post-drive feedback that provided just the report on teens’ distracted driving behavior without information on their parents, c) real-time feedback in the form of auditory warnings based on eyes of road-time, and d) no feedback as control. Questionnaires were administered to collect data on these teens’ and their parents’ self-reported engagement in driver distractions and the associated social norms. ResultsSocial norms and real-time feedback conditions resulted in significantly smaller average off-road glance duration, rate of long (>2s) off-road glances, and standard deviation of lane position compared to no feedback. Further, social norms feedback decreased brake response time and percentage of time not looking at the road compared to no feedback. No major effect was observed for post-drive feedback. Questionnaire results suggest that teens appeared to overestimate parental norms, but no effect of feedback was found on their perceptions. ConclusionFeedback systems that leverage social norms can help mitigate driver distraction among teens. Overall, both social norms and real-time feedback induced positive driving behaviors, with social norms feedback outperforming real-time feedback.

Associations Between Adolescents’ Perceptions of Alcohol Norms and Alcohol Behaviors: Incorporating Within-school Variability

ABSTRACTBackground: Social norm interventions have been implemented in schools to address concerns of alcohol use among high school students; however, research in this area has not incorporated measures of variability that may better reflect the complexity of social influences. Purpose: To examine the association between perceived alcohol norms, the student- and school-level variability of those norms, and alcohol use behaviors among high school students. Methods: A sample of 25 824 students from 58 high schools completed an online self-report survey. Hierarchical linear regression models were fit to examine the relationships between student- and school-level alcohol norm predictors, within-school variability, and current alcohol use and binge drinking. Results: Individual- and school-level norms were predictive of both current alcohol use and binge drinking. Whereas measures of norm diversity at the school level were not predictive of alcohol use behaviors, individual norm proximity was predictive of both current alcohol use and binge drinking. Discussion: The study findings were consistent with prior research and support assertions that variability measures should be incorporated into social norms research approaches. Translation to Health Education Practice: The findings support the incorporation of student-level variability measures, which could assist in identifying students who are susceptible to peer influence.

A Randomized-Controlled Trial of Social Norm Interventions to Increase Physical Activity.

Physical activity confers numerous health benefits, yet few adults meet recommended physical activity guidelines. The impact of brief messages providing descriptive and injunctive social norm feedback on physical activity was tested in this conceptual pilot study. Young adults (N=111) were randomly assigned to one of three conditions: descriptive norm feedback, descriptive-plus-injunctive norm feedback, or no social feedback (control condition). Participants used pedometers for eight weekdays and recorded their step counts each evening. The descriptive norm group received feedback about the average number of steps taken by group members the previous day. The descriptive-plus-injunctive norm group received feedback about the group average, as well as a sad face if the participant was below the average or a happy face if the participant was above the average. The control group received no feedback throughout the study. By days 7 and 8, the descriptive-plus-injunctive norm group reported significantly more steps relative to the control group, whereas the descriptive norm group showed a trend toward higher step counts relative to the control group. These effects did not differ for participants above versus below the group average at baseline. The combined use of descriptive and injunctive social norms increased physical activity over a short period. This simple feedback strategy has potential for achieving wide reach and dissemination on its own or combined with more comprehensive interventions. This initial evidence can guide larger trials of longer duration. The trial was registered with the ClinicalTrials.gov database (NCT02710201).