Presentation_Sacher - Norms Shifting Interventions
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CORE Group Global Health Practitioner Conference 2019
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Presentation_Sacher - Norms Shifting Interventions
- 1. THE THEORY OF SOCIAL NORMS OF CRISTINA BICCHIERI A perspective grounded on Philosophy, Game Theory and Psychology Presented by Armelle Sacher, Action Against Hunger
- 2. 1. What is the theory of social norms? 2. What are key aspects of this theory? 3. What are the implications for practice? BICCHIERI'S THEORY OF SOCIAL NORMS
- 3. WHAT IS THE THEORY OF SOCIAL NORMS? • Grounded on Philosophy, Game Theory and Psychology • “Conditional Preference”: My preference depends on what I expect others do or what I expect others think I should do.
- 4. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS Key concepts involved: 1. Preference (conditional) 2. Personal Normative Beliefs 3. Social Expectations 4. Reference Network
- 5. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS Personal normative beliefs are beliefs about what should happen. –I believe: “A other should (or should not) give colostrum to the baby.”
- 6. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS Empirical expectations: beliefs about what we expect others to do. –I expect that: “Most mothers don’t give the colostrum to the baby.” Normative expectations: beliefs about what others think we should do. –I expect that: “Women to believe that mothers should wait 3 days before breastfeeding.”
- 7. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS Conditional Preference: My preference depends on what I expect others do or what I expect others think I should do. Reference Networks: People whose behaviors and beliefs matter for my behavior.
- 8. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS C. Bicchieri, Penn Social Norms Group (Penn SONG) Diagnosis
- 9. KEY ASPECTS OF THE THEORY OF SOCIAL NORMS Scripts and schemas Social network: organization, relationship and influence “Norms do not exist in isolation. Social norms are embedded in a wider web of beliefs, values and of course other norms.”
- 10. 1. Provide a theory of change 2. Identify nature’s norm to identify the intervention: nudges vs. social norm intervention 3. Provide guidance on the use of data (or not) to convince people (Pluralistic ignorance) 4. Guidance to measure specific aspects of norms: questionnaires, scales and illustrated vignettes (‘what would happen if’ someone in the community did this or that?). This can help improve/adapt Barrier Analysis/RANAS methods and KAP survey 5. Guidance for developing mass media storytelling (soap opera): programs can represent familiar characters and events, while introducing enough variation to reveal “alternative ways of behaving” and provides “a tutorial for social change ». 6. Context sensitive approach grounded on cognitive psychology (consider system of values and knowledge: “schemas and scripts”) 7. Capacity building: Free Online training available on Coursera. 8. Game theory: help to step back from having a “moral judgment” 9. Provide a broader overview of norms (macro) but micro/individual focus still needed WHAT ARE THE IMPLICATIONS FOR PRACTICE?
- 11. 1. Cristina Bicchieri (PPT presentation). Measuring Social Norms, University of Pennsylvania/ Penn Social Norms Group. 2. Francesco Guala. Review of Cristina Bicchieri’s Norms in the wild: how to diagnose, measure, and change social norms. Oxford: Oxford University Press, 2017, xviii + 239 pp. Università degli Studi di Milano. 3. Coursera. Online course. Social Norms I and II. 4. Extracts from Cristina Bicchieri. Norms in the Wild: How to diagnose, measure and change social norms. Cambridge University Press. REFERENCES
- 12. THANK YOU
Hinweis der Redaktion
- Cristina Bicchieri explores the nature and status of social norms. She argues that such norms can be studied empirically using tools from philosophy, game theory ( behavioral economics), and psychology. She has been studying in particular fairness , reciprocity and collaboration through game theory experiments. Then also working on application, collaborating with UNICEF and NGOs on norm shifting interventions in several domain such as child marriage, open defecation or breastfeeding.
- How individuals relate to certain patterns of behavior determines the behaviors’ nature. The specificity of her Theory is the Conditional Preference: My preference depends on what I expect others do or what I expect others think I should do. Definition: A social norm is a rule of behaviour such that individuals prefer to conform to it on condition that they believe that (a) most people in their reference network conform to it (empirical expectation) and (b) that most people in their reference network believe they ought to conform to it (normative expectation). =>Social norms are interdependent behaviors as opposed to customs or moral injunctions that are dependent behaviors
- People do what they do because they prefer to act that way. •Preference = a dispositionto choose in a specific way, all things considered –Choices revealpreferences; Unconditional: I have the preference regardless of what I expect others do or what I expect others think I should do. –Unconditional Preference =>Independent Choice VS Conditional Preference: My preference depends on what I expect others do or what I expect others think I should do. –Conditional Preference => Interdependent Choice
- Factual Beliefs are beliefs about how the world is. “The earth orbits the sun.” “There are two chairs in the kitchen.” “Punishing a child will eventually give him his own sense of discipline.” Personal Normative Beliefs are beliefs about what’s good or bad, or how things ought to be. “Children ought to obey their parents.” “Corporal punishment is wrong.” Social Expectations are beliefs about what other people do, or expect us to do. The first is Empirical (beliefs about what others do) and the second is Normative (beliefs about what others expect of us). “Other people my age are sexually active.” “The other parents in my community expect me to discipline my child physically.”
- People “do not make choices in isolation: they pay attention to what other people do, and what others approve or disapprove of” .The preference for following social norms is typically conditional on two kinds of expectations: the empirical expectation that others will conform to the same norms we do; and the normative expectation that others will believe that people ought to conform to these norms
- What we need to know to diagnose a social norm: 1.Empirical expectations: I believe enough other people are conforming to the behavioral rule 2.Normative expectations: I believe enough other people think I shouldconform to the rule/others will punish me if I don’t conform 3.Conditionality: I prefer to conform to the rule dependent on my empirical and normative expectations All three have to be present for the existence of a social norm that people follow By contrast in Bicchieri view: “Descriptive/injunctive does not distinguish between independent and interdependent behavior.” Descriptive Norm: What people in a group normally do, typical behavior –Using umbrellas when it rains –Driving on the right side of the road •Injunctive Norm: What people in a group deem to be appropriate behavior –Shared moral code (‘do not harm innocents’) –Good manners