Changing norms: A meta-analytic integration of research on social norms appeals

Abstract

Social norm appeals attempt to change behavior by modifying the prevailing view that a particular, usually harmful, behavior is less prevalent or less approved of in certain social contexts. These messages have been widely used, such as in safe-drinking campaigns targeted towards college students, but reviews of such efforts have been mixed. The present review used meta-analytic techniques to clarify the effects of social norm manipulations by synthesizing findings from 110 articles. We found consistent support for the effectiveness of social norm manipulations across various outcomes, although effect sizes overall tended to be small. There was also evidence that injunctive norms, though underutilized, may be more effective in changing behavior than previously considered. Moderator analyses demonstrated effects for methodological, sample, and message variables that offer insights into how norms function. The analysis also revealed significant heterogeneity, which underscores the need for more standardization in this area.