Project Wellness and The Social Norms Method for Health Enhancement and Harm

Reduction(and Implications for Physical Activity Promotion)

Correct campus misperceptions that most K-State students are heavy drinkers who do not know how to use alcohol safely or responsibly and therefore cause harm to themselves or others.

Reduce heavy drinking among K-State students to more moderate and safer levels. And increase use of protective behaviors.

Reduce harm experienced as a result of heavy drinking and/or infrequent use of protective behaviors.

Goals of Project Wellness

Theory and Research Behind

the Social Norms Method

Social Norm An expected standard of behavior and

belief established and enforced by a group A pattern or trait taken to be typical in the

behavior of a social group

People’s perception of social normsare often a good predictor ofwhat they will say and do

October 1987: Students Carrying Backpacks

March 2003: Students Carrying Backpacks

Sociological Theory Norms are fundamental to

understanding the social order and variations in human behavior (Campbell, 1964; Durkheim, 1951)

Sociological Theory Sociologist Wesley Perkins (2002) notes that

“social psychologists have long argued that people tend to adopt group attitudes and act in accordance with group expectations and behaviors based on affiliation needs and social comparison processes (Festinger, 1954), social pressure toward group conformity (Asch, 1951, 1952), and the formation and acquisition of reference group norms (Newcomb, 1943; Newcomb and Wilson, 1966: Sherif, 1936, 1972)

Research of W. Perkins and A. Berkowitz, Sociologists

Found that college students regularly and grossly overestimated the drinking of their peers, and thus created a false norm of heavy drinking

A Premise of Social Norms Method

A powerful determinant of college student behavior (particularly related to drinking) is what they perceive or believe other students are doing – what is the norm

Why peer influence is so powerful during college years Time of personal development Time of Forming and Norming

lifetime attitudes Distance from family Availability of peers Low influence of campus adults

Mechanisms that cause and perpetuate the false norm

Media Attention to sensational, atypical events

Images from popular culture

Causes of false norm (cont.) Public conversation: “Did you see Jack at the party last

night …”

Vividness effect

Attribution error

Perception vs. Actual: False Norm at K-State?

0

1

2

3

4

5

6

7

Perceived

Actual

How a False Norm Can Function in a Social Group Pluralistic Ignorance

When one falsely believes one’s private attitudes, judgments, or behaviors are different from the majority.

Individual adjusts actions to fit in; increases participation in what he/she thinks is socially desirable.

Social Norms ModelAlcohol-Related Harm

Alcohol UseBehaviors

HarmfulConsequences

Alcohol Use Misperceptions

The Opportunity

College students’ actual drinking norm is much less than what they perceive it to be

Social Norms theory hypothesis

If students know the true norm of their peers their own behavior will be more consistent with this behavior than with the false norm.

Social Norms ModelReducing Harm

More ModerateAlcohol Use

Less HarmfulConsequences

Correct Information on Alcohol-Use

Norms

Applying Social Norms Method: Media Campaign Procedures

Get information from target population --Survey student body

Inform target population about alcohol use norms of students through consistent media messages

Project Wellness 2003 Survey Data

Responsible drinking is the norm at K-State!

• K-Staters average about one drink per hour when they party.

• Most (56%) party one or fewer nights per week.

2003 Survey Data (cont.)

K-Staters know how to keep themselves and others safe when they use alcohol!

Of those who drink: 88% choose to drink in places they know they will be

safe 88% report they never pressure someone to drink 84% report they usually or always have a designated

driver 62% report they keep track of the number of drinks

they have

Alcohol-related harm is low 98% Report they have not required medical

attention because of their drinking

90% Report they have not been in a physical fight due to their drinking

85% Report they have not damaged property due to their drinking

82% Report they have not done poorly on a test or important project because of their drinking

2003 Survey Data (cont.)

Getting information on norms

Classroom Survey Media Testing Focus Groups Poster Incentive Project Freshman Focus Groups Seminar: Investigating

The Student Experience VIP/Influential Students

Project (Tippers) On-line Journaling &

Discussion Group With Leadership Students

What We Learned Consequences Students Want to Avoid

Doing something embarrassing, humiliating

Hangovers Late for or miss

class/work Weight gain &

decrease physical fitness

Assault, accident, DUI: terrible, but not likely

What We LearnedProtective Behaviors Utilized by Students

Designated drivers “Buddy system” Time management Limit money Idiosyncratic ways of

“knowing” when to stop

Upperclassmen learned how to drink more safely from experience

What We LearnedWhat’s Important to Students

Academic success Graduating,

getting desired job Physical health Healthy

relationships and friendships

Fun, stress relief, letting go

Delivering Social Norms Messages

127 advertisements (~ 27 Fall, 12 Spring)

Posters (2000, 2001)

Flyers Give-away items Banner Web site

Advertising in the CollegianProgression of Media Development

Give basic consumption messages

Advertising in the CollegianProgression of Media Development

Highlight protective behaviors

Advertising in the CollegianProgression of Media Development

Link drinking with important issues & emphasize safer partying

Advertising in the CollegianProgression of Media Development

Improve the link between other health/important issues and drinking

Characteristics of Social Norms Marketing

Positive – Promotes, supports, and affirms the healthy behaviors of students Motivates them to use the skills they already possess

Inclusive – No one is excluded from access to wellness

Empowering – Encourages people to act on their own

behalf and identifies what they can do to realize wellness

Measuring Outcomes of Intervention Survey data Focus group data Mall intercept data Auxiliary data

Qualitative interviews with KSU student services personnel

Data from KSU student services

Outcome measuresData on Perception of Consumption (Nights Party/Week)

Perception of Nights Party

2.5

2.55

2.6

2.65

2.7

2.75

2.8

2000 2001 2002 2003

Year

Nig

hts

Pa

rty

(m

ea

n)

- - - - - No media

Outcome measuresData on Perception of Protective Behaviors

Perception Drink in Safe Environments

0

10

20

30

40

50

60

70

80

2000 2001 2002 2003

Year

Pe

rce

nt

Us

ua

lly o

r A

lwa

ys

Outcome measuresHarmful Consequences

Harmful Consequences

0

5

10

15

20

25

2000 2001 2002 2003Year

Pe

rce

nt

On

e o

r M

ore

Tim

es

in

La

st

Ye

ar

Poor Test/ProjectPerformance

Damaged Property

- - - / - - - No media

Other Social Norms Implementations

Injunctive (Attitudinal) Norms

Addressing students’ attitudes about and comfort with high risk health behaviors.

Can Social Norms be used for Physical Activity Promotion? Combine Social Norms and Theory of

Reasoned Action Recall: Subjective norm = perceived social pressure

to to perform or not perform the behavior Normative beliefs = perceived

expectations of important others Motivation to comply with normative

beliefs

AttitudeAttitude

Subjective Subjective NormNorm

IntentionIntention BehaviorBehavior

Behavioral Behavioral BeliefsBeliefs

Normative Normative BeliefsBeliefs

Theory of Reasoned Action

Evaluation of Evaluation of B. BB. B

Motivation toMotivation toComplyComply

Example: PA in Older Adults (50+) Godin and Shephard (1990):

Adult population held favorable impression of physician’s attitude toward exercise.

People had desire to comply with such beliefs.

Possible Social Norms Marketing Strategies To increase normative beliefs that

important others (physician and peers) approve of regular PA and to increase motivation to comply -- Advertise normative beliefs of physicians and older adults toward PA for older adults

Possible Social Norms message:

Most Physicians in Sometown strongly approve of regular exercise for older adults.

Most seniors in Sometown believe staying PA is important.

Here are typical ways Sometown seniors stay active:

Attend water aerobics at YMCA Walk the mall with mall walkers group Engage in 20-30 minutes of yard and house work Participate in movement classes at community

center