Social Norms

Question 1

Marketing

Answer 1

Aim is to increase commercial sale

Question 2

Social norms campaign

Answer 2

Changing misperceptions

Reflect back positivity to society

Question 3

Social marketing

Answer 3

Approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole
Used to address lack of knowledge

Question 4

The Asch Experiment

Answer 4

Actor give wrong answer blatantly

Participant will copy

Question 5

Social norms approach steps

Answer 5

Understand the norm

Understand what people believe is the norm

Question 6

Social norms approach rules

Answer 6

Does not use health terrorism
Participatory process
Not a moralistic tone

Question 7

Components of social norm campaign

Answer 7

Normative message
Engaging image showing positive behaviour in a familiar location
Recognisable logo
Data source

Question 8

Phases of social norms approach

Answer 8

Preparation
Data collection
Data analysis 
Intervention
Follow up
Evaluation

Question 9

Preparation step

Answer 9

Define the problem
Understand the population
Include descriptive and injunctive norms
(What people do and what they believe)
Involve stakeholders
Choose a reference group

Question 10

Data collection step

Answer 10

Planning the data collection
Questions to be asked
Data collection method
Participant involvement

Question 11

Data analysis step

Answer 11

Identification of the actual reported norms
Evidence of misperceptions

Question 12

Intervention step

Answer 12

Creating norms messages
Using branding

Dissemination

Question 13

Follow up and evaluation step

Answer 13

Process evaluation

Outcome evaluation

Question 14

Challenges

Answer 14

Effectiveness
Differentiating pure social norms and complex interventions
Successful incorporation of social norms into complex interventions