Correct Misperceptions

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Strategies & Approaches › Change Social Norms › Correct Misperceptions

Correct Misperceptions

Correct misperceptions to decrease problem behavior and increase prevalence of healthy behaviors. There are three different types of misperceptions that can lead to problems behaviors:

Pluralistic ignorance occurs when a majority of individuals falsely assume that most of their peers behave or think differently from them, when in fact they behave or think similarly. For example, most students drink moderately or not at all, yet they incorrectly assume that other students drink more than themselves. The effect is that their behavior might shift to more drinking because they perceive this to be the norm.
False consensus occurs when individuals believe that others are like themselves when they are not. For example, heavy drinkers may erroneously think that most other students are heavy drinkers. The false consensus misperception helps an individual deny that his or her attitudes or behavior are problematic or unusual.
False uniqueness occurs when individuals exaggerate the difference between their own behavior and the behavior of others. For example, abstainers may assume that they are “unique” in their behavior and withdraw, feel isolated, or experience unwarranted questioning of their own position.

The three misperception types can all provide a conceptual basis for the application of prevention interventions based on social norms theory. One of the most prevalent social norms marketing techniques today targets college students in an effort to curb the high rates of drinking on college campuses. Several colleges and universities have noted significant reductions in heavy drinking on their campuses as a result of social marketing campaigns. For example, the University of Arizona conducted a four-year project that used a blend of social norms and environmental management approaches. The university adopted the phrase “4 or fewer” as their marketing approach—in that 69% of the students have 4 or fewer drinks when they party. Using print media as their primarily means of delivery, the university found a 29.2 percent decrease in heavy drinking over a four year period.

Issue

High school youth binge drink because they think everyone else is doing it.

Strategy

Just as many colleges and universities are doing, social norms marketing strategies can be used with underage youth, as well. Schools and parents can take the initiative to market the truth about underage binge drinking. With slogans developed around the fact that one-fourth of 11th graders binge drink monthly , which means that most youth (75%) are not binge drinkers, youth who have misperceptions such as pluralistic ignorance can overcome their false assumptions and not feel pressured to consume alcohol.

Some schools are already adopting social norms campaigns. An example is Evanston Township High School (ETHS) with their Strength in Numbers campaign. Project staff created poster messages specifically designed to support the concepts of power and choice—appealing notions to developing adolescents—and to promote the competence, care, and healthy behavior of the majority of students.

A typical example of the posters created is one with the message "Support your friends' healthy choices!" which includes specific avoidance tips derived from the students themselves: "Make a pact ahead of time not to drink. Leave parties together if there's drinking. Stand your ground—together." This upbeat message with its concrete behavioral suggestions is accompanied by the normative statement: "72% of ETHS students choose healthy options other than drinking when they're with their friends." Detailed information regarding the source of the normative data—such as the administration date and sample size of the survey—is also provided. Finally, the accompanying image of two smiling, teenage girls warmly embracing serves to visually reinforce the message.

National Social Norms Resource Center

References:
Underage Drinking Prevention Action Guide and Planner. 2001. Center for Substance Abuse Prevention. Available at: http://media.shs.net/prevline/pdfs/phd858.pdf#search=%22underage%20drinking%20prevention%20action%20guide%20and%20planner%22. Accessed on [08/25/06]

Hahn-Smith, S. & Springer, F. 2005. Social Norms Theory. Prevention Tactics 8:9. Center for Applied Research Solutions. Available at: http://www.ca-cpi.org/Publications/Prevention_Tactics/Host%20Resonsiblility[1].pdf. Accessed on [09/09/06]

National Social Norms Resource Center. Available at: http://www.socialnorms.org/CaseStudies/alcohol.php. Accessed on [09/08/06]

A Campus Case Study in Implementing Social Norms and Environmental Management Approaches. 1999. The University of Arizona Campus Health Service.

Underage Drinking in California: California Town Hall Meetings. Community Prevention Institute. March, 2006.

National Social Norms Resource Center. Available at: http://www.socialnorms.org/CaseStudies/evanston.php. Accessed on [09/08/06]

Underage Drinking Prevention Action Guide and Planner. 2001. Center for Substance Abuse Prevention. Available at: http://media.shs.net/prevline/pdfs/phd858.pdf#search=%22underage%20drinking%20prevention%20action%20guide%20and%20planner%22. Accessed on [08/25/06]

Center on Alcohol Marketing and Youth. 2005. Alcohol Industry Responsibility Advertising on Television, 2001to 2003. Available at: http://camy.org/research/responsibility2005/responsibility2005.pdf. Accessed on [08/29/06]

Alcohol Restrictions at Community Events. Alcohol Epidemiology Program. University of Minnesota. Available at: http://www.epi.umn.edu/alcohol/policy/atevents.shtm. Accessed on [08/29/06]

Wagenaar AC, Harwood EM, Toomey TL, Denk CE, Zander KM. 2000. Public opinion on alcohol policies in the United States: Results from a national survey. Journal of Public Health Policy, 21(3):303-27.

Environmental Strategies to Prevent Alcohol Problems on College Campuses. 2005. Pacific Institute for Research and Evaluation. Available at: http://www.udetc.org/documents/EnviroStrat.pdf#search=%22strategies%20to%20promote%20alcohol%20free%20events%22. Accessed on [08/29/06]