Social norms theory: this theory aims to understand the environment and interpersonal influences (such as peers) in order to change behaviour, which can be more effective than a focus on the individual to change behaviour. The social norm theory suggests our behaviour is influenced by the misperception of how people think.
Ideal conditions for social norms marketing: the target market thinks “everyone is doing it” when in fact they are in the minority. The target market then engages in the desirable/undesirable behaviour using the justification “everyone is doing it”
Misperception: it feeds itself and grows – if the norm is people are being safe, make the ‘norm’ more visible. Examples: Safe sex In reality people are being safe using condoms but people think that no one is using them. Drink driving: people believe its safer to not drink drive and not everyone drinks excessively – exception to the rule that if you make that more visible, people feel like they belong.
The misperception is not reality – it’s appropriate to bring out the norm when the behaviour change (safe change) is the norm. The main idea is to make it more visible.
HEALTH BELIEF MODEL: The health belie model is a psychological model that attempts to explain and predict health behaviours. This is done by focusing on the attitudes and beliefs of individuals. Example Example of using health belief model – safe sex & HIV – what’s going to assist in likely behaviour change?
Perceived susceptibility: One's opinion of chances of getting a condition How likely am I to get HIV? - Use of a condom or not - Insisting if partner should use protection
Perceived seriousness: One's opinion of how serious a condition and its consequences are Highly serious. Perceived benefits of action: One's belief in the efficacy of the advised action to reduce risk or seriousness of impact not going to