Module 1: Why Social Norms Matter – A Conceptual Foundation for Norms-Shifting Interventions

This module sets the conceptual foundation for social norms, discusses how norms influence attitudes and behaviors, and how norms are held in place by reference groups. Looking toward norms shifting interventions, this section offers an overview of theories on how norms influence behavior change. It also reviews the importance of articulating intermediate normative change effects to guide design, monitoring, and evaluation of norms-shifting interventions.

Please refer to the Facilitator Materials, starting with the Facilitator Guide, before you deliver this Module.

All Module 1 Materials can be downloaded below.

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