Social Norm Messages Research Articles

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health.

Attention Felons: Evaluating Project Safe Neighborhoods in Chicago

This research uses a quasi‐experimental design to evaluate the impact of Project Safe Neighborhood (PSN) initiatives on neighborhood‐level crime rates in Chicago. Four interventions are analyzed: (1) increased federal prosecutions for convicted felons carrying or using guns, (2) the length of sentences associated with federal prosecutions, (3) supply‐side firearm policing activities, and (4) social marketing of deterrence and social norms messages through justice‐style offender notification meetings. Using individual growth curve models and propensity scores to adjust for nonrandom group assignment of neighborhoods, our findings suggest that several PSN interventions are associated with greater declines of homicide in the treatment neighborhoods compared to the control neighborhoods. The largest effect is associated with the offender notification meetings that stress individual deterrence, normative change in offender behavior, and increasing views on legitimacy and procedural justice. Possible competing hypotheses and directions for individual‐level analysis are also discussed.

Attention Felons: Evaluating Project Safe Neighborhoods in Chicago

This research uses a quasi-experimental design to evaluate the impact of Project Safe Neighborhood (PSN) initiatives on neighborhood level crime rates in Chicago. Four interventions are analyzed: (1) increased federal prosecutions for convicted felons carrying or using guns, (2) the length of sentences associated with federal prosecutions, (3) supply-side firearm policing activities, and (4) social marketing of deterrence and social norms messages through justice-style offender notification meetings. Using an individual growth curve models and propensity scores to adjust for non-random group assignment, our findings suggest that several PSN interventions are associated with greater declines of homicide in the treatment neighborhoods as compared to the control neighborhoods. The largest effect is associated with the offender notification meetings that stress individual deterrence, normative change in offender behavior, and increasing views on legitimacy and procedural justice. Possible competing hypotheses and directions for individual-level analysis are also discussed.

Evaluating the Believability and Effectivenessof the Social Norms Message "Most Students Drink 0 to 4 Drinks When They Party"

In an effort to reduce dangerous drinking levels among college students, university health educators have initiated social norms campaigns based on the rationale that students will be more likely to reduce their own drinking behaviors if they think that most students on campus are not heavy or binge drinkers. Within the framework of social comparisons theory, this study reports the findings of a survey of 277 college students and explores the correlates of accuracy and bias in students' estimates of whether or not most other students think that binge drinking on campus is a problem and whether or not most other students believe the campaign message. The overwhelming majority (72.6%) of students did not believe the norms message that most students on campus drink "0 to 4" drinks when they party, and 52.7% reported drinking "5 or more" drinks in a sitting. The social norms campaign was effective in motivating 61% of the respondents to think about binge drinking as a problem. For the most part, group or social network norms were more influential on students' own drinking behavior than were their estimates of the campus drinking norm. The findings also clarify that accuracy in estimating the campus social norm in and of itself does not necessarily lead to an increase or reduction in alcohol consumption. The social comparisons approach underscores the complex and social nature of human interaction and reinforces the need for the development of multiple approaches to alcohol education with messages that are designed to target the specific needs of students based on their orientations toward alcohol consumption.

Differential Effects of Exposure to Social Norms Campaigns: A Cause for Concern

College students' processing of alcohol social norms messages, related effects on normative judgments, attitudes toward their own behaviors, and perception of undergraduate attitudes were examined using expectancy violation theories and social norms marketing. Data were collected from 2 universities (N = 393). Following message exposure, the majority moved their normative judgments toward the statistic provided in the message. Slight attitude change occurred but not always in the desired direction. Those most likely to develop unhealthier attitudes drank more than those who developed healthier attitudes, consistent with psychological reactance to the messages. Therefore, the effects of social norms campaigns on those at greatest risk for primary and secondary alcohol effects due to their increased alcohol consumption could lead to increased risk for those participants, indicating that the widespread use of social norms campaigns needs to be scrutinized.

Social Distance, Perceived Drinking by Peers, and Alcohol Use by College Students

Many colleges in the United States are employing social norms marketing campaigns with the goal of reducing college students' alcohol use by correcting misperceptions about their peers' alcohol use. Although the typical message used in these campaigns describes the quantity and frequency of alcohol use by the average student on campus, many students may find such a vague comparison to others to be socially irrelevant. This study compares the relative weight of perceptions about alcohol use by distant versus proximate peers in the prediction of college students' personal drinking behavior. The results of analyzing data collected from a sample of college students at a large public northeastern university (N = 276) show that, as hypothesized, perceived alcohol use by proximate peers (best friends and friends) was a stronger predictor of students' personal alcohol use than perceived alcohol use by more distant peers (such as students in general), controlling for other strong predictors of alcohol use by college students (age, gender, race, off-campus residency, and sensation-seeking tendencies). The implications of these findings for the design of more effective social norms messages are discussed.

Done 4: Analysis of a Failed Social Norms Marketing Campaign

College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined "Done 4," an unsuccessful social norms marketing campaign conducted as part of a comprehensive prevention trial at a large urban university. As part of this analysis, undergraduate marketing students were shown the principal print advertisement used in the campaign and asked to complete an advertising analysis questionnaire. The results of this case study suggest that the advertisement was poorly constructed, which decreased its effectiveness and led to confusion about the social norms message. We discuss implications of these findings for future prevention campaigns and new research.

Social norms and expectancy violation theories: assessing the effectiveness of health communication campaigns

College students' processing of alcohol, smoking, and exercise social norms messages, and related effects on judgments, attitudes toward one's own behaviors, and attitudes toward undergraduates' behaviors were examined using social norms marketing and Expectancy Violation Theory (EVT) (N=393). Receiving statistical social norms messages led to an expectancy violation of the perceived social norm (i.e., a discrepancy between the expected and actual statistic conveyed with a message). Consistent with Boster et al. (2000), the effect of the message discrepancy on attitudes was mediated by judgments. In accordance with social norms, when participants were provided with a statistic, the majority moved their judgments (but not their attitudes) toward the provided statistic, a result only consistent with EVT in the case of positive violations. The results have multiple implications: (1) social norms messages may work to change judgments, but do not result in consistent attitude change; (2) the process of judgment change functions similarly across message topics, as well as message types (i.e., attitudinal versus behavioral); (3) judgment change does not appear to be the main cause for attitude change upon receipt of a social norms message; and (4) a message‐based expectancy violation does not function in the same way as a violated behavioral expectation.

A many-state Markov model for computer software performance parameters : Martin L. Shooman and Ashok K. Trivedi. IEEE Trans. Reliab.R-25 (2), 66 (1976)

We assessed the efficacy of an easy-to-implement shopper marketing nutrition intervention in a pilot and two additional studies to increase produce demand without decreasing store profitability or increasing shopper budgets.We created grocery cart placards that detailed the number of produce items purchased (i.e., descriptive norm) at particular stores (i.e., provincial norm). The effect of these placards on produce spending was assessed across 971,706 individual person grocery store transactions aggregated by day. The pilot study designated a baseline period (in both control and intervention store) followed by installation of grocery cart placards (in the intervention store) for two weeks. The pilot study was conducted in Texas in 2012. In two additional stores, we designated baseline periods followed by 28 days of the same grocery cart placard intervention as in the pilot. Additional interventions were conducted in New Mexico in 2013.The pilot study resulted in a significant difference between average produce spending per day per person across treatment periods (i.e., intervention versus same time period in control) (16%) and the difference between average produce spending per day per person across stores in the control periods (4%); Furthermore, the same intervention in two additional stores resulted in significant produce spending increases of 12.4% and 7.5% per day per person respectively. In all stores, total spending did not change.Descriptive and provincial social norm messages (i.e., on grocery cart placards) may be an overlooked tool to increase produce demand without decreasing store profitability and increasing shopper budgets.