Loyola Students Can Make Smart Choices Loyola University
Chicago's Social Norms Marketing Campaign on Alcohol - What are
'social norms'? - Where did the statistics come from? -
Highlights from the National College Health Assessment Survey at
Loyola - Who made the posters? - Who funded the social norms
campaign? - Contact for more information Social norms are the
perceived standards of acceptable attitudes and behaviors
prevalent among the members of a community. There is a large and
growing body of research that supports the idea that norms, be
they real or false, have a powerful influence on behavior. In
other words, what we do is influenced by what we "think" other
members of our social group think and do. Generally, we
misperceive, i.e. overestimate, others' negative or harmful
behavior, e.g. heavy drinking, and underestimate others'
positive behavior, e.g. abstaining or drinking in moderation, or
using a designated driver. Widespread misperception of social
norms can contribute to an increase in negative