Norms of Behavior

Behavioral theorists have long recognized the influence of norms upon behavior, and for decades at least, practitioners have tried to use the media, group opinion leaders, and small-group or other interactive activities in sexuality and HIV education classes to change norms and to thereby change behavior. In addition, for a variety of reasons, people have tried to increase connectedness between youth and their families, schools and faith communities. Thus, simply recognizing that norms and connectedness influence behavior is not new. However, what is striking is the extent to which social norms, connectedness and their interaction partially explain so many research findings involving both risk and protective factors and the impact of programs. While no single theory can explain, all findings on adolescent sexual behavior are remarkably powerful.

Young teens are more likely to have sexual intercourse if they believe their friends have already done so, according to...
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