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Social norms theory holds that much of what people do is shaped by what they believe other members of their group do and approve of. When those beliefs are wrong, and people overestimate how common a risky behavior is among their peers, the misperception can push behavior toward the imagined norm. Correcting the misperception with accurate information can move behavior back toward the real, healthier norm.

Two kinds of norms

The theory distinguishes descriptive norms, what most members of a group actually do, from injunctive norms, what most members believe people ought to do. Both can be misperceived, and both can be measured with surveys and corrected with accurate messages.

Where the theory comes from

The Center's FAQ describes the origins of the approach as follows:

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.

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, 961-976

From theory to practice

The social norms approach turns the theory into practice: survey the population, identify the gap between perceived and actual norms, and communicate the actual norm through credible channels. For the full approach see The Social Norms Approach; for common questions see the FAQ.

Sources

  • Perkins, H. W., & Berkowitz, A. D. (1986). Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming. International Journal of the Addictions, 21, 961-976.
  • Perkins, H. W. (2002). Social norms and the prevention of alcohol misuse in collegiate contexts. Journal of Studies on Alcohol, Supplement 14, 164-172.
  • National Social Norms Center, Frequently Asked Questions.