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. For more information on Social Norms National Social Norms Institute The University of Virginia, a national leader in alcohol and substance abuse education, established the National Social Norms Institute to research, evaluate, and disseminate information on social norms methodology to the field. http://www.socialnorm.org/ Research from the National Social Norms Institute on primary topics on social norms is available at http://www.socialnorm.org/Research/ResearchResearch.php National Public Radio recently featured the success of social norms marketing programs to reduce high-risk and underage drinking at the University of Virginia. Print Story. Audio Story. Social Norms Research in Europe Social Norms Research in Europe (maintained at the University of Bradford, in the United Kingdom) www.normativebeliefs.org.uk/