Misperceptions about Norm Misperceptions: Descriptive,Injunctive, and Affective ‘Social Norming’ Efforts to Change Health Behaviors

We have known for a long time that people are often motivated to conform to the wishes of groups. Such peer influence can shape human behavior through the creation of social norms, and the frequency of some health behaviors (e.g., alcohol use) may depend on the perception of these norms. We discuss the influence of perceived social norms, especially normative misperceptions on health behaviors. We then describe social norms campaigns that are intended to reduce risky health behaviors by ‘debiasing’ perceptions of behavioral norms, and we point out practical problems and faulty theoretical assumptions of such interventions. A better alternative might be to develop interventions that debias misperceptions of injunctive norms or affective norms, although such alternatives have not yet been adequately tested. Still, we present the theoretical grounding for these different approaches and preliminary data suggesting that they could be successful in reducing risky health behaviors.     

Different selves have different effects: self-activation and defensive social comparison

Three studies show that different forms of self-activation have differential influences on the processing of social comparison information. Activating neutral self-conceptions results in defensive processing of threatening social comparison information (Study 1). Participants maintain favorable self-evaluations in the face of upward comparison and rate the upward target of comparison negatively. Activating positive self-conceptions results in non-defensive processing of threatening social comparison information (Study 2). Participants endorse negative self-evaluations following upward comparison and rate the upward target of comparison positively. Activating negative self-conceptions maximizes defensive processing of threatening social comparison information (Study 3). Participants maintain favorable self-evaluations in the face of upward comparison and rate both upward and downward targets of comparison negatively. These results are discussed in terms of their implications for strategies to maintain self-esteem in the face of threatening comparisons.     

Handedness patterns in deaf persons

The handedness patterns of 226 deaf high-school and college students were compared to those of 210 college students with normal hearing. Both groups evidenced many more right-handed than left-handed members, as determined by responses to a hand preference questionnaire and performance on an activity test battery. There was, however, a significantly higher incidence of left-handedness among the deaf subjects than among the hearing. Moreover, the left-handed deaf students were found to be less likely to have deaf relatives, and to have been introduced to sign language later in their development than the deaf student population as a whole. These findings were interpreted as showing that age of acquisition of language was related to the development of handedness patterns, whereas auditory processing experience probably was not.