Computer-delivered social norm message increases pain tolerance

Abstract

Background: Few experimental studies have been conducted on social determinants of pain tolerance. Purpose: This study tests a brief, computer-delivered social norm message for increasing pain tolerance. Methods: Healthy young adults (N =260; 44 % Caucasian; 27 % Hispanic) were randomly assigned into a 2 (social norm)×2 (challenge) cold pressor study, stratified by gender. They received standard instructions or standard instructions plus a message that contained artifically elevated information about typical performance of others. Results: Those receiving a social norm message displayed significantly higher pain tolerance, F(1, 255)=26.95, p.05. There were no interactions between condition and gender on any outcome variables, p >.05. Conclusions: Social norms can significantly increase pain tolerance, even with a brief verbal message delivered by a video. © The Society of Behavioral Medicine 2013.