Modifying Perceptions of Descriptive Norms and Behaviors through Messaging: A Field Experiment

• In Event: Scholar to Scholar VI
  In Scholar to Scholar Session: Perceptions of risk in health decision making

Abstract

Study one of this paper describes formative information necessary to design a social norms campaign and test the effectiveness of messages to manipulate perceptions of descriptive norms surrounding hand washing. Study two is a field experiment designed to determine whether these messages could produce behavior change by modifying perceptions of the prevailing descriptive norm. Behavioral privacy is tested as a moderator of the process. Results highlight considerations for the future design of hand washing campaigns.

Authors

• Erin Maloney, Michigan State University

• Maria Lapinski, Michigan State University

• Mary Braz, West Chester Univ

• Hillary Shulman, Michigan State University