ERIC Number: EJ1066989
Record Type: Journal
Publication Date: 2015-Jun
Abstractor: As Provided
Promoting Behavior Change Using Social Norms: Applying a Community Based Social Marketing Tool to Extension Programming
Chaudhary, Anil Kumar; Warner, Laura A.
Journal of Extension, v53 n3 Article 3TOT4 Jun 2015
Most educational programs are designed to produce lower level outcomes, and Extension educators are challenged to produce behavior change in target audiences. Social norms are a very powerful proven tool for encouraging sustainable behavior change among Extension's target audiences. Minor modifications to program content to demonstrate the practice of specific behaviors by target audience members' peers compared to others can make a big difference. It is advisable that Extension educators use a combination of descriptive and injunctive norms. Social norms should be applied more frequently by Extension educators in their programs to produce desired behavior change among target audiences.
Descriptors: Behavior Change, Social Attitudes, Extension Education, Case Studies, Online Surveys, Conservation (Environment), Horticulture, Water
Extension Journal, Inc. e-mail: firstname.lastname@example.org; Web site: http://www.joe.org
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Florida