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.

National Social Norms Resource Center