|
|
New approach to responsible drinking could cut high-risk drinking by 40%
Brussels, 31 March 2009 - The first "European Social Norms Forum" held today revealed data showing a new approach to responsible drinking that can cut high-risk drinking, including abusive drinking by young people, by up to 40%.[1] .
The social norms approach refers to an individual's perception of 'normal' behaviour that influences one's own behaviour.
|
|
 |
What Is Social Norms?
Social norms is a behavior change model based on correcting a population's
misperception about behavior. Research has shown that perceptions are one
of the strongest predictors of behavior. Many people overestimate negative
behaviors, and underestimate the positive, protective behaviors of their peers.
Correcting these misperceptions provides the space to act on our own values
instead of on misperceptions, and to make positive, healthy choices.
Social norms has been used to help reduce high-risk drinking and promote harm-reduction behaviors. Using this approach, universities have seen documented reductions of up to more than 40 percent in heavy alcohol consumption and comparable reductions in alcohol-related negative consequences.
|
|
|
