Promoting Health - Social Norms Approach

Question 1

Give an example of social marketing?

Answer 1

Advertising how many units there are in a pint of beer.

Question 2

What is the aim of the social norms approach?

Answer 2

To address misperceptions of the norm.

• Challenge misperceptions
• Understand what people believe is the norm
• Understand the norm

Question 3

What is false ‘social norming’?

Answer 3

1. Journalists (etc) exaggerate the health problem e.g. binge drinking.
2. People think everyone is binge drinking so why shouldn’t they?

Question 4

What is the model of the social norms approach to health promotion?

Answer 4

1. Baseline
   - Identify actual and misperceived norms
2. Intervention
   - Intensive exposure to actual norm messages
3. Predicted results
   - Less exaggerated misperceptions of norms
   - Reduction in harmful behaviour. Increase in healthy behaviour