Social Norms Approach to Addressing Misperceptions

Effective prevention of substance abuse and related problems among youth and young adults requires coordinated efforts using science-based strategies. The "Social Norms Approach" is a science-based approach focusing on the influence of perceived peer norms and has provided

notable success in many initiatives including higher education, secondary schools, and community settings. Based on more than two decades of research with tens of thousands of middle school, high school, and college students, as well as studies of other young adults and parents in community settings, Dr. Perkins will describe the harmful misperceptions of peer norms that are so pervasive in schools and communities and how the perception of peer norms is one of the most important factors predicting risk behavior. He will then discuss the causes and consequences of peer misperceptions and the potential for program interventions to challenge these misperceptions.

Research clearly shows the importance of harnessing the positive power of peers through the promotion of accurate social norms. Putting the social norms approach into practice is not without its challenges, however, so Dr. Perkins will provide an interactive afternoon with examples of various strategies to implement social norms interventions, discuss common mistakes, present important considerations in the assessment of interventions, and conclude by noting key elements of successful interventions employing this model.