The Psychology of Social Norms and the Promotion of Human Rights

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Scopus citations


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".

Original languageEnglish (US)
Title of host publicationUnderstanding Social Action, Promoting Human Rights
PublisherOxford University Press
ISBN (Electronic)9780199979127
ISBN (Print)9780195371895
StatePublished - Jan 24 2013

All Science Journal Classification (ASJC) codes

  • General Social Sciences


  • Binge drinking
  • Cascade
  • Descriptive norms
  • Injunctive norms
  • Pluralistic ignorance
  • Social norms
  • Tipping point


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