understanding social norms theory everybody’s doing it!
TRANSCRIPT
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Understanding social norms theoryUnderstanding social norms theory
Everybody’s doing it!Everybody’s doing it!
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What percentage of Y4s and Y6s report having never or only infrequently been bullied in the last year?
• 45%
• 58%
• 73%
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What percentage of Y8s in Gloucestershire have never or not often smoked a cigarette?
• 51.4%
• 72.9%
• 96.5%
NB This has increased from 91.9% in 2006
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What percentage of Y10 in Gloucestershire report being very good, good or OK at making and keeping friends?
• 73.2%
• 83.2%
• 93.2%
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What percentage of Y4s and Y6s report that they try their best in school?
• 68.0%
• 79.1%
• 90.4%
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What percentage of Y8 in Gloucestershire report having never or not often drunk alcohol?
• 45.3%
• 62.1%
• 85.1%
• …and over half of Year 10 (53.8%)
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What is the role of knowledge in shaping our decisions?
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“People don’t smoke for the reasons they shouldn’t smoke”
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Do traditional approaches to health education work?
e.g. show them what it’s like to be drunk!
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Do traditional approaches to health education work?
Teach them about responsible drinking – safe units and all that!
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Do traditional approaches to health education work?
Tell them the risks and they won’t want to do it!
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Do traditional approaches to health education work?
Let’s make it really scary!...
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Do traditional approaches to health education work?
…and tell them how bad the scale of the problem is!
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What are social norms?
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Social norms theory is based on two key principles:
• Humans are group oriented
• We are largely influenced by and conform to peer norms
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Humans are group oriented
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But what about the perception of peer norms?
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But what about the perception of peer norms?
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The false theory:
…is that peer norms influence behaviour when actually the perception of peer norms influences personal use.
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Types of norm
Injunctive
(attitudes – what people think)
Descriptive
(behavioural – what people do)
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Causes of misperception
• Natural tendency to generalise observed behaviours
• Cultural – entertainment, advertising, news and health advocacy media - focus on the problem
• We notice extremes of behaviour because they are different from the norm
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Spot the odd one out
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Spot the odd one out
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Spot the odd one out
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What’s the problem with this?
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The social norms model:
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• Get the positive messages out there…
• …to increase the positive behaviours!
In 2012 85.1% of Year 8s in Gloucestershire said they drank alcohol never or infrequently (less than once a month)*
* Source: Gloucestershire Online Pupil Survey 2012
Social norms interventions
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Social norms marketing – getting the positive messages out there about the behaviour of the majority of young people!
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Social norms marketing – getting the positive messages out there about the behaviour of the majority of young people!
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Does it work? The evidence
Figure 8: Over time, as students’ misperceptions of drinking norms are reduced, actual drinking behaviour among students becomes more moderate
www.alcoholeducationproject.org
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Does it work? The evidence
www.alcoholeducationproject.org
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Does it work? The evidence
www.alcoholeducationproject.org
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Hotel linen re-use
Cards were left in hotel rooms to encourage linen re-use
• Benefit to the hotel card – 16% reduction• Social responsibility card – 30% reduction• Environmental appeal card – 30%
reduction• Social norms card – 44% reduction
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Dosage, dosage, dosage
• postcards home, • posters in toilet cubicles • bumper stickers, • screen savers, • Covers for text books/exercise books, • scrolling info across the school website • notices in registers
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Dosage, dosage, dosage
• painting on the ground, • silent numbers• figures to be used in lessons on statistics /
percentages in maths lessons• messages on canteen trays, • viral texting, • School twitter accounts• Y6 – Y7 transition days
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When is the social norms approach most effective?
• Clear positive norms messages• Credible data• Absence of competing scare
messages• Dosage is high• Synergistic strategies• Broad population receives messages
in addition to high-risk target groups
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BehavioursBehavioursSocial norms research has now been conducted
on a range of behaviours including –• Smoking• Drug use• Sexual health• Cancer screening• Bullying• Body image• Recycling• Driving• Energy conservation
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Understanding social norms theoryUnderstanding social norms theory
Everybody’s doing it!Everybody’s doing it!