Peer Norming

Abstract

Peer norming, also known as social norming, is a health behavior prevention approach that focuses on correcting individuals' overestimations of unhealthy behaviors. Research has shown that when an individual overestimates their peer's unhealthy behavior, they are more likely to engage in the unhealthy behavior themselves. Social norming approaches often utilize a media campaign or other informational approach to correct misperceptions about peers' behavior in order to encourage positive and prosocial behaviors. There is much research evidence to show that peer norming approaches are effective ways to promote positive behavior, especially with regard to alcohol use.