Measuring Social Norms - Institute for Reproductive Health
Measuring Social Norms
Cristina Bicchieri University of Pennsylvania
Running Agenda
? What is the theory of social norms?
? What are social norms? ? How do we measure
whether there is a social norm? ? How do we measure sustainability?
? C. Bicchieri, Penn Social Norms Group (Penn SONG)
2
Explaining norms
(Bicchieri-Muldoon, 2011)
? Macro view
? Micro view
? Functions ? Evolution ? Emergence
? Reasons to conform
? Cost-benefit ? Emotions ? Expectations
The content and behavioral effects of social
norms remain a black box
? C. Bicchieri, Penn Social Norms Group (Penn SONG)
3
Opening the Black Box
? Intervention goal needs micro-analysis
? For successful interventions to curb harmful behaviors, we must figure out people's reasons for doing what they do
? To develop diagnostic tools
? Must be guided by specific models of behavior
? Effective tools good measures
? C. Bicchieri, Penn Social Norms Group (Penn SONG)
4
Guidance: Theory of Planned Behavior
(Ajzen 1991)
Attitude
Subjective Norms
Perceived Behavioural
Control
Intention
Behaviour
5
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