Introduction
The social norms theory states that human behavior is influenced by inaccurate perceptions of the manner in which other members of social groups act and think. In recent times, prevention approaches that are based on the social norms theory have grown in popularity. Evidence now indicates that they can be very effective if implemented correctly. According to the National Institute on Alcoholism and Alcohol Abuse (NIAAA, 2002), there are promising initial results obtained from programs that adopt an intensive social norms approach. According to NIAAA, there are reductions of up to 20% in the levels of high-risk drinking in a comparatively short time period. College and university students often fall prey to alcohol and other dangerous drugs in the course of their studies. These drugs cause major problems in terms of poor academic outcomes, dropouts from studies, irresponsible behavior and general disorientation of student futures. This essay gives a reaction on the use of the social norms approach to drug abuse in colleges and universities.
The social norms theory predicts that overestimating the extent to which youths in colleges and universities use alcohol and other drugs are likely to increase these behaviors. On the other hand, underestimation is likely to discourage individuals from engaging in these practices of drug abuse. Correcting misconceptions is thus highly likely to lead to decreased problem behavior and improvement in healthy behaviors among these youths. The use of the social norms theory is effective because it focuses on peer influences which, as indicated by research, have a greater influence on individual behavior than personality, familial, biological, cultural, and religious influences etc.
Findings from research underline the effectiveness of the use of the social norms theory in interventions for college and university students. Johnson (2012) conducted research which indicated that persons whose perceptions of the level of normative drinking became more accurate consumed comparatively less alcohol. Providing participants with feedback on social norms leads to perceived norms that were more accurate. By presenting accurate information on peer group norms in a believable fashion, there is a reduction in perceived peer pressure, encouraging individuals to express health promoting beliefs and attitudes.
Even though the social norms theory is largely effective, its implementation poses great challenges. There should be a ready infrastructure to deliver quality interventions. Another reason why there may be challenges in the use of the social norms theory is that not all substance abuse among college and university students comes from peer influence (Johnson, 2012). Some substance users develop perceived behavioral control. This is the perceived ability to engage in a given behavior. This may not necessarily be shaped by perceptions as implied by the social norms theory.
Conclusion
According to the social norms theory, human beings are influenced by inaccurate perceptions of the behaviors and thoughts of other members of social groups. This theory has been utilized in the context of interventions for drug users, with wide success. For college and university students, the use of the social norms theory has borne positive outcomes, with NIAAA (2002) documenting a reduction of 20% in the rate of drug use. Interventions are hinged on the premise of the theory that providing an accurate picture of social norms is likely to result in healthy practices and reduce engagement in drug abuse behaviors. Although there are challenges in implementing this approach, it has been largely effective so far.
References
Johnson, M. B. (2012). Experimental Test of Social Norms Theory in a Real-World Drinking Environment. Journal of Studies on Alcohol Drugs, 73(5), 851–859. .
NIAAA (2002). How to Reduce High-Risk College Drinking: Use Proven Strategies, Fill Research Gaps. Final Report of the Panel on Prevention and Treatment, Task Force of the National Advisory Council on Alcohol Abuse and Alcoholism. Washington, DC, National Institutes of Health.
