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Social norms information enhances the efficacy of an appearance-based sun protection intervention

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  • Mahler, Heike I.M.
  • Kulik, James A.
  • Butler, Heather A.
  • Gerrard, Meg
  • Gibbons, Frederick X.

Abstract

This experiment examined whether the efficacy of an appearance-based sun protection intervention could be enhanced by the addition of social norms information. Southern California college students (NÂ =Â 125, predominantly female) were randomly assigned to either an appearance-based sun protection intervention that consisted of a photograph depicting underlying sun damage to their skin (UV photo) and information about photoaging or to a control condition. Those assigned to the intervention were further randomized to receive information about what one should do to prevent photoaging (injunctive norms information), information about the number of their peers who currently use regular sun protection (descriptive norms information), both injunctive and descriptive norms information, or neither type of norms information. The results demonstrated that those who received the UV photo/photoaging information intervention expressed greater sun protection intentions and subsequently reported greater sun protection behaviors than did controls. Further, the addition of both injunctive and descriptive norms information increased self-reported sun protection behaviors during the subsequent month.

Suggested Citation

  • Mahler, Heike I.M. & Kulik, James A. & Butler, Heather A. & Gerrard, Meg & Gibbons, Frederick X., 2008. "Social norms information enhances the efficacy of an appearance-based sun protection intervention," Social Science & Medicine, Elsevier, vol. 67(2), pages 321-329, July.
    • Handle: RePEc:eee:socmed:v:67:y:2008:i:2:p:321-329
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    Cited by:

    1. Matteo M. Galizzi & Krystal W. Lau & Marisa Miraldo & Katharina Hauck, 2022. "Bandwagoning, free‐riding and heterogeneity in influenza vaccine decisions: An online experiment," Health Economics, John Wiley & Sons, Ltd., vol. 31(4), pages 614-646, April.
    2. Bentley, R. Alexander & Ormerod, Paul, 2010. "A rapid method for assessing social versus independent interest in health issues: A case study of 'bird flu' and 'swine flu'," Social Science & Medicine, Elsevier, vol. 71(3), pages 482-485, August.
    3. Jody Quigley & Susan Rasmussen & John McAlaney, 2017. "The Social Norms of Suicidal and Self-Harming Behaviours in Scottish Adolescents," IJERPH, MDPI, vol. 14(3), pages 1-15, March.
    4. Paulius Yamin & Maria Fei & Saadi Lahlou & Sara Levy, 2019. "Using Social Norms to Change Behavior and Increase Sustainability in the Real World: a Systematic Review of the Literature," Sustainability, MDPI, vol. 11(20), pages 1-41, October.
    5. Ukasha Ramli, 2021. "Social Norms Based Eco-Feedback for Household Water Consumption," Sustainability, MDPI, vol. 13(5), pages 1-13, March.

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