Chapter

The Psychology of Social Norms and the Promotion of Human Rights

Deborah A. Prentice

in Understanding Social Action, Promoting Human Rights

Published in print November 2012 | ISBN: 9780195371895
Published online January 2013 | e-ISBN: 9780199979127 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195371895.003.0002
The Psychology of Social Norms and the Promotion of Human Rights

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In Chapter 2, social psychologist Deborah Prentice describes her empirical work on social-norms marketing campaigns. Prentice highlights two key empirical findings: (1) actors often overestimate the prevalence of many undesirable behaviors, and (2) actors use their perceptions of peer norms as a standard against which to compare their own behaviors. Social-norms campaigns reduce problem behaviors (or increase desirable behaviors) by conveying information that counters this “pluralistic ignorance”.

Keywords: social norms; pluralistic ignorance; descriptive norms; injunctive norms; binge drinking; cascade; tipping point

Chapter.  10093 words. 

Subjects: Politics

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