Reducing Adolescent Sexual Risk: A Theoretical - ETR Associates

6CorrectingPerceptionsof Peer NormsKeys to Changing NormsIdentify, model and promote healthy andprotective behaviors that are (or can become)the real norm in a given population and, ifpossible, use evidence (e.g., survey results) tosupport those norms.Basic TheoriesAll of us are affected by our perceptions of whatothers are doing and our perceptions of what othersthink we should be doing. For example, when weare in a new situation (e.g., a new event, a new jobor a new country), we look around to see how othersare behaving and then typically try to behave in amanner consistent with that observed behavior. Wedo this because we often desire to conform to socialnorms (standards of acceptable behavior) or becausewe are explicitly encouraged to do so.Social norms are created by both actual behaviorand beliefs about what that behavior should be.For example, on many highways the speed limitis 65 mph, but a large number of people drive 70mph. Thus, their behavior creates the norm thatit is acceptable to drive 70 mph, even though thespeed limit is 65 mph. Furthermore, if you askpeople whether it is acceptable to drive 70 mph onthe freeway, most will concur that it is acceptable.In contrast, the vast majority of people stop at redlights as required by law and people also state that itis not acceptable to drive through a red light. Theseexamples illustrate that when both behaviors andbeliefs about those behaviors are consistent, they cancreate a social norm.Norms play an important role in several theories,especially the theory of reasoned action and the theoryof planned behavior, which built on the theory ofreasoned action (Fishbein and Ajzen 1975; Ajzen1985).In both theories, it is argued that behavior is determinedprimarily by intention to engage in a specificbehavior and that, in turn, intention to engage inthe behavior is determined by attitudes and normsrelated to the behavior. For example, according tothe theory of reasoned action, the use of condomsduring sex would be determined by intention to usecondoms, and, in turn, intention to use condomswould be determined by attitudes toward condomsand perceptions of norms about condom use. Thetheory of planned behavior built upon this modelby recognizing that intention to engage in behavioralso is determined by perceived ability to engage in aparticular behavior effectively—e.g., perceived abilityto insist on and actually use a condom effectively.Although social cognitive theory does not place asmuch emphasis on the particular term “socialnorms,” it incorporates similar ideas in its constructs.Chapter 6 Correcting Perceptions of Peer Norms 75