What are Social Norms?
A social norm is a sociological concept that refers to explicit or implicit rules that guide behaviors that occur in a social context. Social norms are transmitted through formal channels such as organizational policies, or by informal channels such as stories, rituals, role-modeling, or nonverbal communication. Norms vary by social group, and individuals may alter […]
What is the social norms approach?
The basic premise of the social norms approach is that we tend to conform to how other people behave. If we believe that most people behave in a certain way, it makes that behavior a more natural or attractive option. Research has found that individuals often have misperceptions about the behaviors of other people, leading to erroneous […]
What is social norms marketing?
Social norms approach + social marketing = social norms marketing The social norms approach uses positive messages to promote the belief that the majority of a group of people practice a desirable behavior. Social marketing uses principles of marketing and advertising to “sell” behavior changes, with the goal of benefiting the individual or society in general, rather […]
What are the origins of the concept of social norms?
The study of the powerful impact that norms have on both thought and behavior is a well-established area of research in the social sciences, especially in the fields of sociology and social psychology. The specific application of the social norms approach to college drinking behavior was first suggested by H. Wesley Perkins and Alan Berkowitz […]
When was the social norms marketing approach first implemented?
In the 1989-90 academic year, the health promotion staff at Northern Illinois University (NIU), led by Michael Haines, became the first to use social marketing methods to inform students that—contrary to what they believed—the majority of their peers were in fact moderate and safe drinkers. Annual self-report health assessment surveys and other data gathered at […]
What behaviors can be addressed through social norms marketing?
Social Norms campaigns have worked successfully to change behavior related to health risks such as alcohol use, seat belt use, smoking, teen sexual behavior, parental behavior, physical activity, and the seeking of mental health care. Social norms marketing has even been used to change other types of behavior, such as home energy use and paying […]
I want to start a social norms marketing program in my organization or community. Where do I begin?
There are 5 basic steps to a social norms marketing program: 1. Understand your audience: Who is the target audience? What do they want? 2. Gather data: Surveys and focus groups are 2 common methods. 3. Develop and test the message: The information AND the presentation should fit your audience 4. Implement the campaign: Examples of […]
Are there training resources available for social norms marketing program personnel?
See our For Practitioners section for websites related to social norms marketing or substance abuse prevention. Some written materials on social norms marketing programs are: The Social Norms Approach to Preventing School and College Age Substance Abuse: A Handbook for Educators, Counselors, and Clinicians. (2003). Wesley Perkins (Editor), Jossey-Bass, San Francisco. A Guide to Marketing Social Norms for […]
Where can I find data about college student health?
Several ongoing surveys collect health data about college students: The National College Health Assessment surveys college students about their health-related behavior, health status, and perceptions about others. The Journal of American College Health focuses on college student health.
Can the NSNC be a resource for my project?
Yes. In addition to the resources on our website, NSNC offers consultation services to help you create a survey, gather and analyze data about the population with whom you are working, and design a social norms marketing intervention. Contact us at nsnc@msu.edu for more information