Social Norms

What is Social Norms?

Social norms theory is the belief that people’s behavior is influenced by their perception of the behavior of other members of their social group. According to this theory, people tend to misperceive or exaggerate the negative health behaviors of their peers. If people think harmful behavior is typical, they are more likely to engage in that type of behavior. By educating a group about the reality of their peer’s healthy behaviors, we can correct these misperceptions and affect behavior in a positive manner. The social norms approach is data driven and scientifically based.

 

About Fresno State’s Social Norms Project

The Social Norms Project at Fresno State began in 2003. Its primary goals are to reduce alcohol abuse, alcohol-impaired driving, and alcohol-related harm among Fresno State students. Posters and other materials are developed specifically for Fresno State, based on campus research. The campaign is designed by students, for students.

We would like to thank the University for its support, and the National Social Norms Institute with funding from the Anheuser-Busch Foundation.

 

Ways Fresno State students protect themselves around alcohol:

• Choose not the drink alcohol
• Alternate non-alcoholic and alcoholic beverages
• Determine, in advance, not to exceed a set number of drinks
• Use a designated driver
• Eat before and/or during drinking
• Have a friend let them know when they have had enough
• Keep track of the number of drinks
• Pace their drinks to one or fewer per hour
• Avoid drinking games
• Drink an alcoholic look-alike (i.e. non-alcoholic beer and punch)

97% of Fresno State students utilize at least one of these protective behaviors!*

88% of them use at least three!*

*Based on a survey of 848 randomly selected Fresno State Students (Spring 2008)

 

Social Norms Posters

Twice a semester, the Social Norms Project releases two posters to educate Fresno State students about the reality of their peers’ behaviors.

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Where do those statistics come from on the Social Norms posters and other campaign materials?

Every year, we host a survey of randomly selected Fresno State students called the National College Health Assessment (NCHA). The NCHA is a nationally recognized research survey that assists us in collecting precise data about students’ health habits, behaviors, and perceptions.

To learn more about the National College Health Assessment, please visit www.acha-ncha.org.

 

Social Norms Activities

National Collegiate Alcohol Awareness Week Event

Every October, some sort of interactive fair /event is hosted by Social Norms in collaboration with other student organizations. The events have focused on alcohol alternative activities designed to promote safety and responsibility. Past events include the Wicked Wellness Carnival and the October Fiesta.

Milk and Cookies Night

Every year, Housing hosts a fair called Milk & Cookies Night which provides students living on campus with a night time alcohol alternative activity. We help plan and staff an interactive booth. Participants gain alcohol safety information along with lots of milk and cookies!

Snowball Surveys

The Snowball Survey is an interactive learning activity that reduces students’ misperceptions and stimulates discussion about social norms. We usually administer the Snowball Survey in classroom settings.

Focus Groups

Every semester, we conduct focus groups with Fresno State students to seek their feedback on the design and messages of the social norms posters. In exchange for their time and input, participants receive a $20 gift card.

Intercept Surveys

We distribute this one-minute survey to Fresno State students to assess their level of retention of social norms messages. In exchange for their time and input, participants receive a small incentive.

 

Alcohol Safety Council Student Sub-Committee (ASCSS)

As part of the Alcohol Safety Council, the Student Subcommittee gives students a voice on campus alcohol-related issues. During the fall and spring semesters, this Subcommittee meets monthly. For more information, please contact Chair Thomas Ngo or visit the Alcohol Safety Council website at www.csufresno.edu/alcohol.