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The social norms approach, or social norms marketing, [1] is an environmental strategy gaining ground in health campaigns. [2] While conducting research in the mid-1980s, two researchers, H.W. Perkins and A.D. Berkowitz, [3] reported that students at a small U.S. college held exaggerated beliefs about the normal frequency and consumption habits of other students with regard to alcohol.
The social norms marketing approach is widely used to reduce alcohol consumption and abuse among college and university students. [ citation needed ] Perkins continues to develop and test new techniques to implement the approach as well as to expand its applicability to other social problems.
Alcohol education is the planned provision of information and skills relevant to living in a world where alcohol is commonly misused. [4] WHO Global Status Report on Alcohol and Health, highlights the fact that alcohol will be a larger problem in later years, with estimates suggesting it will be the leading cause of disability and death.
Interaction theory supports the notion of the direct perception of the other's intentions and emotions during intersubjective encounters. Gallagher [7] [8] argues that most of what we need for our understanding of others is based on our interactions and perceptions, and that very little mindreading occurs or is required in our day-to-day ...
Alcohol misuse is a term used by United States Preventive Services Task Force to describe a spectrum of drinking behaviors that encompass risky drinking, alcohol abuse, and alcohol dependence (similar meaning to alcohol use disorder but not a term used in DSM).
The modern disease theory of alcoholism states that problem drinking is sometimes caused by a disease of the brain, characterized by altered brain structure and function. Today, alcohol use disorder (AUD) is used as a more scientific and suitable approach to alcohol dependence and alcohol-related problems. [1]
One of the founders of the sociology of health and illness is Talcott Parsons, an American sociologist, who analyzed the relationship between patients and their doctors in his book The Social System written in 1951. In his sick role theory, [9] he argued that people who were sick adopted a social role, not just a biological condition. Those who ...
As a middle range theory, it can be federated with other theories to explain empirical phenomena. It is compatible with theories of the transmission and organization of innovations, especially diffusion of innovations theory, labor process theory, and psychological theories including the theory of planned behavior and social learning theory.