The social norms marketing approach has been used in a variety of contexts to alter problematic behaviors that are believed to occur at least in part as a consequence of misperceived norms. Behavior change occurs by correcting the misperception that leads some individuals to engage in non-normal behavior because they believe it to be normal. [...]
The social norms approach (SNA) to changing problematic behaviors has been in use for roughly 30 years. SNA has been applied to a variety of unhealthy behaviors (e.g., seatbelt nonuse, smoking, drinking, marijuana use, bullying, sexual assault, etc.) with diverse populations ranging from elementary school pupils to adults, administered as interventions at the personal, group, [...]
As institutions work to adapt to the COVID-19 global pandemic, there has been a lot of discussion around the utility of using a social norms approach to encourage people to use protective behaviors in mitigating the spread of the virus. Below are some resources to reference in working to create an effective social norms campaign [...]
