Shifting perceived social norms measurably reduces harmful behaviors like binge drinking

Evidence

Finally, the most important research to be derived from theory on conformity and prejudice involves developing techniques and programs that will serve to reduce prejudice. Recently, researchers have had success convincing college students that the social norms for alcohol should be for moderate drinking; when norms are established as moderate, binge drinking on campus appears to shrink (Marlatt, 1998). What is needed is a program of solid application of social norms and conformity theory to similarly attack prejudices, reduce their effect, and in short, to convince people to curb their prejudices because they are deviant (see Bassili, 2003). — , Rudman, Laurie A - On the Nature of…, 1935

Categorization

• SEED: Angle: social-norms marketing as an anti-prejudice intervention, parallel to successful college drinking campaigns — could be a strong applied piece on ‘making prejudice deviant.’
• corroborated: 2 independent passages support this claim — , Rudman, Laurie A - On the Nature of…, 1935