What is the Social Norms approach?

Essentially, the social norms approach uses a variety of methods to correct negative misperceptions (usually overestimations of use), and to identify, model, and promote the healthy, protective behaviors that are the actual norm in a given population. When properly conducted, it is an evidence-based, data-driven process, and a very cost-effective method of achieving large-scale positive results. (Visit http://www.socialnorms.org/FAQ/questions.php  to see this and other FAQ's on social norms)

Where do the numbers for the campaign come from?

For the past 2 years Counseling and Wellness Services has administered the Core Alcohol and Drug Survey to an average of 720 students and administered the National College Health Assessment (NCHA) during the 2005 Spring semester to 855 students. The students who participate are randomly selected to take the online surveys anonymously.

If you would like to review the Core and NCHA assessment report, click here

How can such a small sample represent all students?

Our sample size adequately represents the students at UWF, because the students are randomly sampled. Probability sampling is the fundamental basis for all survey research. The basic principle: a randomly selected, small percent of a population of people can represent the attitudes, opinions, or projected behavior of all of the people, if the sample is selected correctly. The fundamental goal of a survey is to come up with the same results that would have been obtained had every single member of a population been interviewed.

The key to reaching this goal is a fundamental principle called equal probability of selection, which states that if every member of a population has an equal probability of being selected in a sample, then that sample will be representative of the population. It's that straightforward. (Modified from MU's site. To see more of their FAQ's visit http://mostofus.missouri.edu/FAQ.html)

I don't believe the message because these numbers seem too low. How can they be true?

It's not surprising that many individuals are skeptical about this message. Virtually everyone has misperceptions about students alcohol use.

The problems associated with alcohol are what are reported in the news. When students come back from parties they talk about the fights, the vomit, the sex, the drunkenness, not about all the people who are drinking responsibly.

Since we notice what is exciting or different or tragic, that's what we focus on, and that's what we talk about. When individuals in conversation glamorize and generalize high risk drinking (i.e. "everyone was so wasted at that party last night") then high risk drinking seems to be the norm. However, when people start to pay attention to what is really happening at parties, they begin to notice that it usually is only a small number of individuals who are drinking the largest amount of alcohol and causing the most problems. (Modified from MU's site. To see more of their FAQ's visit http://mostofus.missouri.edu/FAQ.html)

Why did you choose those particular UWF students for the posters and computer wallpapers?

The UWF students represented on the posters and wallpaper are students who are committed to making healthy choices and being role models regarding responsible alcohol usage. These students were identified as individuals who are already committed to making healthy choices and were open to signing a document stating they understand the accountability that comes with being a role model for responsible drinking.

If you are interested in becoming a role model for future campaigns, contact mharrell@uwf.edu.

What can faculty and staff do?

Faculty and staff can help with social norm campaigns by working together to create an environment that supports and encourages students to make good decisions about alcohol. It is imperative that faculty and staff keep students accountable, not make jokes about alcohol or condone its use, and encourage students to make healthy and responsible choices. (Modified from MU's site. To see more of their FAQ's visit http://mostofus.missouri.edu/FAQ.html)

When did the concept of social norms originate?

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 in 1986. Their research yielded two important findings. First, that most students on their campus thought that the norms for both the frequency and the amount of drinking among their peers were higher than they actually were. Second, that students generally believed that their peers were more permissive in their personal attitudes about substance use than was in fact the case.

Correcting such misperceptions, these researchers suggested, might reduce heavy drinking and related harm. (Visit http://www.socialnorms.org/FAQ/questions.php  to see this and other FAQ's on social norms)

Note: The study referred to above is:
Perkins, H. W. & Berkowitz, A. D. "Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming." International Journal of the Addictions, 1986, 21, 961-97

Is it true that the social norms approach actually promotes the behavior that it seeks to moderate, so that abstainers feel encouraged to start, while those who moderately indulge feel pressured to do it more?

This question sometimes arises in response to university and college-based social norms projects designed to address the consumption of alcohol. Here, the data show that this is not the case.

How can this be? Numerous longitudinal studies show that a clear majority of college students regularly consume alcohol. In fact, fully 75-80% of college students do so regardless of their age or legal drinking status.

Given these facts, students who practice an anormative behavior, such as those who completely abstain from alcohol, have already demonstrated immunity to the social norm, which is to consume. In addition, the data consistently show that a significant percentage of abstainers overestimate the extent to which their peers consume alcohol. Thus, informing them (via a social norms project) that students actually drink less than they believe should theoretically lessen any pressure they might feel to consume.

As for those who moderately indulge, it has been repeatedly demonstrated that correcting the misperception of the norm actually results in an increase in the prevalence of healthy, protective behaviors. (Visit http://www.higheredcenter.org/ta/faq/social.html to see this and other FAQ's on social norms)

Is there a difference between "social norms" and "social marketing"?

Yes. Social norms are the perceived standards of acceptable attitudes and behaviors prevalent among the members of a community. As defined by Alan Andreason, social marketing "is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society." (Andreason, Marketing Social Change, 1995)

What is frequently referred to as social norms marketing is the use of the methods of social marketing to correct a target population's misperception of the norm, thereby positively influencing its behavior. (Visit http://www.socialnorms.org/FAQ/questions.php  to see this and other FAQ's on social norms)

 How effective is social norms marketing?

While there has not yet been definitive research on the effectiveness of social norms marketing campaigns, several schools have implemented such campaigns with encouraging results. (For more information, visit http://www.higheredcenter.org/socialnorms/campuses/) 

Some schools have gathered survey data showing decreases in high-risk drinking after implementation of a social norms marketing campaign on campus. While these results are promising, it is important to remember that no one strategy will solve the problem of high-risk drinking on college campuses.

A social norms marketing campaign should be one component of a more comprehensive effort to prevent high-risk drinking. (Visit http://www.higheredcenter.org/ta/faq/social.html to see this and other FAQ's on social norms)

Would you like to get involved with UWF's social norm's marketing campaign?

Contact Mica Harrell at Counseling and Wellness Services at (850) 474-2420 or email mharrell@uwf.edu to get more information on how you can become a Life Choices Peer Educator or become a role model for future campaigns.

Want to see what other universities are doing with social norm marketing?

University of Arizona
Fresno State
Florida State University
Rutgers
Penn State
Hobart and William Smith Colleges
Missouri University
Southern Methodist University

Interested in learning more about social norms and social norms marketing?

http://www.socialnorm.org/
http://www.higheredcenter.org/socialnorms/theory/
http://www.higheredcenter.org/socialnorms/
http://www.vpul.upenn.edu/alcohol/initiatives/norms.html
http://www.mostofus.org/
http://www.socialnormslink.com/

The Social Norm wallpapers are also available here.