Current issues and new directions in<i>Psychology and Health</i>: What are the oughts? The adverse effects of using social norms in health communication

BackgroundPhysical activity (PA) levels of older adults living in a care setting are known to be very low. This is a significant health(care) problem, as regular PA has many health benefits also at advanced age. Research on automatic processes underlying PA behaviour in physically inactive older adults is yet non-existing. Since people are unconsciously influenced by people around them (i.e. by ‘social norms’) automatic processes could be used to promote PA. We developed an explorative intervention method to assess the effects of automatically processed (implicit) descriptive social norms (‘What most people do’) on behavioral intention and participation in PA offered in a local residential care setting.MethodsForty-seven care clients met the inclusion criteria. Participants (response 45%; unaware of the intention of the research) were randomly assigned to an experimental (N = 10) or a control group (N = 11). The experimental group was exposed to photos and text heading on active peers (physically active implicit descriptive norm) using a draft newsletter article they were asked to comment on, whereas the control group was exposed to a newsletter with photos and text heading of inactive peers (physically inactive implicit descriptive norm). Subsequently, we tested (Fishers exact p < 0.10) whether this unaware exposure predicted intention (implicit and explicit) to participate in PA offered and organized by the care center (e.g. walking, gymnastics) and self-reported participation in organised PA at three months follow-up. Participants were debriefed later.ResultsMean age was 87 years (SD = 3.6; range 80–95) and 53% of the participants were male. At baseline, there were no significant differences in self-rated health and PA between the experimental and control group. Results indicated that implicit descriptive norm information was associated with implicit PA intention (p = .056, Fisher’s exact test). No significant effects were found on explicit intention. At 3 months follow-up the experimental group self-reported 80% participation in PA versus 22% in the control group (Fisher’s exact test p = 0.027).ConclusionImplicit descriptive social norm information could indeed be a potentially effective way to encourage inactive older adults in residential care to engage in organized PA.

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“…One of the automatic processes underlying behavior is seeing or knowing what people around us do, i.e. ‘social norms’ [20–23]. …”

Section: Introductionmentioning

confidence: 99%

A novel method to promote physical activity among older adults in residential care: an exploratory field study on implicit social norms

et al. 2017

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“…Descriptive norms describe normality in terms of what most people do, whereas injunctive norms describe rules of moral approval or disapproval and these norms can have important consequences for physical health behavior as well as outcomes. Conforming to social norms can offer clear advantages on health as they can provide us with information to make accurate judgments, gain social approval, and increase self‐esteem (Mollen, Ruiter, & Kok, ). However, the disadvantages of conformity may outweigh the advantages.…”

Section: Introductionmentioning

confidence: 99%

Social Relations, Health Behaviors, and Health Outcomes: A Survey and Synthesis

Tay

Tan

Diener³

et al. 2012

Applied Psych Health & Well

147

115

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The primary goal of this paper is to summarise current evidence on social relations and health, specifically how social integration and social support are related to health behaviors and health outcomes, using results from published reviews. Our analysis revealed that social relations are beneficial for health behaviors such as chronic illness self-management and decreased suicidal tendency. The salutary effects of general measures of social relations (e.g. being validated, being cared for, etc.) on health behaviors (e.g. healthy diet, physical activity, smoking, alcohol abuse) are weaker, but specific measures of social relations targeting corresponding health behaviors are more predictive. There is growing evidence that social relations are predictive of mortality and cardiovascular disease, and social relations play an equally protective role against both the incidence and progression of cardiovascular disease. On the other hand, evidence was mixed for the association between social relations and cancer. We discuss these findings and potential areas for future research such as other dimensions of social relations, support-receiver interactions, and observer ratings of social relations.

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“…Determinants that turned out not to be that strongly related to the PO and/ or were (too) difficult to change were omitted. For example, social norms were expected to influence several POs but literature shows that social norms are relatively difficult to change (Mollen, Ruiter, and Kok 2010).…”

Section: Programme Goals Performance Objectives and Matrices Of Chanmentioning

confidence: 99%

Development of Long Live Love+, a school-based online sexual health programme for young adults. An intervention mapping approach

Mevissen

Empelen²,

Watzeels

et al. 2017

Sex Education

Self Cite

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This paper describes the development of a Dutch online programme called Long Live Love+ focusing on positive, coercion-free relationships, contraception use, and the prevention of STIs, using the Intervention Mapping (IM) approach. All six steps of the approach were followed.Step 1 confirmed the need for a sexual health programme targeting young people aged 15 and over enrolled in higher level secondary education.Step 2 resulted in the production of a series of matricesof-changes, including detailed programme objectives at the behavioural and the psycho-social level.Step 3 involved the selection of relevant methods and applications.Step 4 consisted of programme development, resulting in a sexual health programme with online and offline components, and including interactive exercises.Step 5 focused on adoption and implementation and included the production of a detailed teacher manual.Step 6 involved detailed planning for the process and effect evaluation and included interviews with teachers and focus group discussions with students to evaluate their experiences of the programme. The inclusion of a linkage group -and especially the inclusion of teachers in the development of the programme -turned out to be essential in terms of developing a programme in line with their context and needs.

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Current issues and new directions inPsychology and Health: What are the oughts? The adverse effects of using social norms in health communication

Cited by 29 publications

References 11 publications

A novel method to promote physical activity among older adults in residential care: an exploratory field study on implicit social norms

A novel method to promote physical activity among older adults in residential care: an exploratory field study on implicit social norms

Social Relations, Health Behaviors, and Health Outcomes: A Survey and Synthesis

Development of Long Live Love+, a school-based online sexual health programme for young adults. An intervention mapping approach

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