Using Social Norms Theory to Explain Perceptions and Sexual Health Behaviors of Undergraduate College Students: An Exploratory Study

The authors and associates conducted a social normsbased intervention targeting high-risk sexual behaviors among undergraduate students at 4 college campuses. Social norms theory predicts that widely held misperceptions may encourage risky behavior in a misguided attempt to conform to perceived norm...

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Bibliographic Details
Published in:Journal of American college health 2005-01, Vol.53 (4), p.159-166
Main Authors: Scholly, Kristen, Katz, Alan R, Gascoigne, Jan, Holck, Peter S
Format: Article
Language:English
Subjects:
Adult
Attitude to Health
Campuses
College students
Educational Strategies
Female
Health
Health Behavior
Health behaviour
Health Education - standards
Health Knowledge, Attitudes, Practice
Health Status
Humans
Intervention
Male
Middle Aged
Norms
Perceptions
Research Design
Risk-Taking
Sexual behavior
Sexual Behavior - psychology
Sexual Behavior - statistics & numerical data
Sexual behaviour
Sexuality
Sexually Transmitted Diseases
Social norms
social norms theory
Social Perception
Statistics, Nonparametric
Students
Students - psychology
Students - statistics & numerical data
Surveys and Questionnaires
Theory
undergraduate college students
Undergraduate Students
United States
Universities
USA
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Summary:The authors and associates conducted a social normsbased intervention targeting high-risk sexual behaviors among undergraduate students at 4 college campuses. Social norms theory predicts that widely held misperceptions may encourage risky behavior in a misguided attempt to conform to perceived norms and that information correcting these misperceptions will lead to a decrease in such behaviors. Students overestimated their peers' levels of sexual activity, numbers of partners, incidence of sexually transmitted infections, and rates of unintended pregnancies, but underestimated rates of condom use. Rates of HIV test taking, however, were accurately estimated. Although some components of sexual risk behaviors lend themselves well to social normsbased interventions, others, specifically inconsistent condom use and avoiding HIV tests, do not. Although no changes in reported beliefs or practices were apparent at the end of a 9-month intervention period, longer or modified interventions may be needed to make a fair assessment of the efficacy of this approach.
ISSN:0744-8481
1940-3208
DOI:10.3200/JACH.53.4.159-166