In order for campuses to learn more about social norms theory and best practices in social norms marketing, we will provide the following extended training session on Saturday, April 5th from 9:45am-12:00pm as part of the conference schedule. No advanced registration is necessary.
Research demonstrating the pervasiveness of misperceived norms regarding high risk behaviors among college students and the potentially harmful effects of these misperceptions is now indisputable. Based on this phenomenon of misperceived norms, many colleges and universities have introduced some type of “social norms” intervention attempting to reduce misperceptions and thereby reduce actual risk behaviors. Some of these initiatives have been quite successful in accomplishing reductions in problem behavior and still others have seen at least moderate success leading to the recognition that the “social norms approach” should be a crucial component of whatever prevention work is undertaken. Nevertheless, some programs see little impact with interventions that attempt to introduce what they believe to be a social norms approach. Although this extended presentation on best practices and current issues will assume some basic understanding of the theory underlying the social norms approach, a review of the state of the research indicating what is known at this point will be included as part of the initial discussion The session will then move on to discuss key elements of a successful intervention such as the need for high dosage of clear factual messages about the actual norms and the need for message saturation using multiple synergistic strategies for communication. Practical examples of a variety of strategies to advance these communications will be presented. Questions about mediating influences, whose norms should be targeted, and crucial strategies for accurate evaluation of impact will also be addressed.
About the Presenter:
To learn about H. Wesley Perkins, Ph.D., click here.