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Kelly Madden

on 4 March 2013

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Transcript of Norms

Norms-based messages Basic assumption: if normative beliefs can be changed, behavioral change will ensue What are norms? Descriptive norms:
individuals' beliefs about
the presence of a behavior Injunctive norms: extent to which people believe influential others expect them to behave in a certain way, social sanctions that may result from behavior Descriptive norms on UMD's campus:
How many drinks do you
believe an average UMD student
has on a weekend night? Injunctive norms on UMD's campus: Do parents of UMD students expect them not to drink? What are the social sanctions if you do/do not drink on UMD campus? Fail to address
injunctive norms,
outcome expectations,
and group identity,
authors of this
study argue Health campaigns
aimed at curbing
drinking on
college campuses Largely
unsuccessful Only attempt to change descriptive norms
about drinking behavior outcome
expectations group
identity Influence impact
of descriptive
norms on behavior Ideal scenerio for anti-alcohol campaigns on college campuses: Descriptive norm:
Students believe most other students do not drink or drink less than currently perceived Injunctive norm:
Parents and society
will be disappointed
in students who drink Outcome expectations:
Students believe that drinking leads to poor social and academic life Group identity:
Student groups do not attach identity
to alcohol Behavior: fewer students consume alcohol or students consume less alcohol How would you design the message? How would you design the message? How would you design the message? How would you design the message? Results - Descriptive norms, injunctive norms, benefits to oneself, and group identity had significant independent impact on intention to drink
- Also, interaction between normative mechanisms (injunctive norms, outcome expectations, and group identity) added little to our understanding, which demonstrates authors may need to rethink the way the TNSB works Decision to drink alcohol among college students wasn't just about perceptions of other college students'
drinking behaviors (descriptive norms), but also about injunctive norms, group identity, and the perceptions of the benefits of drinking.

Health campaigns should target descriptive norms, injunctive norms, group identity, and outcome expectations for
anti-alcohol messages on campus to be successful. This study: Survey of incoming
freshman at a large university injunctive
norms All 3 perceptions then
alter or heighten
perception of descriptive
norms Theory of normative social behavior
(theory in progress) ? Two concepts central to the TNSB:
- Descriptive norms and injunctive norms are different
- Addresses underlying cognitive mechanisms (injunctive norms, group identity, & outcome expectations) that influence the relationship between descriptive norms and behavior Do incoming freshman have different ideas about drinking behaviors than upper sophomores, juniors or seniors?
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