CMN 146 Chapter Notes - Chapter 12: Channels Tv, Normative Social Influence
Document Summary
Rice & atkin chapter 12 notes: note the opening point about student misperception. Most college students believe that their peers are drinking much more alcohol n average than is actually the case. Ex. movies that glorify drinking on college campuses. Ex. ads for alcohol products during college sports games. A concern is that these misrepresentation of student drinking norms are likely to drive up actual student alcohol consumption. Perceived subjective norms are a major determinant of social behavior. Subjective norms: beliefs about what important others expect a person to do in a given situation. Perceptions of subjective norms are shaped by descriptive norms and injunctive norms. Descriptive norms: beliefs about what most people do in a given situation. Injunctive norms: beliefs about which behaviors have social approval. The first step of an snm campaign is to determine misperceptions about the behavior in question.
