Youth Experiences with Social Norms Feedback: Qualitative Findings from The Drug Prevention Trial the GOOD Life

Christiane Stock, Satayesh Lavasani Kjær, Birthe Marie Rasmussen and Lotte Vallentin-Holbech
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Christiane Stock: Institute of Health and Nursing Science (IGPW), Charité—Universitätsmedizin Berlin, corporate member of Freie Universität Berlin, Humboldt-Universität zu Berlin, 13353 Berlin, Germany
Satayesh Lavasani Kjær: Unit for Health Promotion Research, University of Southern Denmark, 6700 Esbjerg, Denmark
Birthe Marie Rasmussen: Unit for Health Promotion Research, University of Southern Denmark, 6700 Esbjerg, Denmark
Lotte Vallentin-Holbech: Centre for Alcohol and Drug Research, Aarhus University, 8000 Aarhus, Denmark

IJERPH, 2020, vol. 17, issue 9, 1-13

Abstract: Background: Normative feedback is an intervention strategy commonly used in drug prevention programmes. This study collected process evaluation data about how programme recipients engage with social norms (SN) feedback in The GOOD Life intervention and how they experience it. Methods : Eight focus group interviews were conducted with a total of 44 adolescents (pupils aged 14–16 years) who have participated in the social-norms-based intervention The GOOD Life . The interviews focused on three topics: (1) interest in and impact of the intervention; (2) perception of the intervention elements; and (3) suggestions for improvement of The GOOD Life . They were transcribed and analysed with content analysis. Results : The analysis revealed that The GOOD Life motivated pupils to re-evaluate their own drug use behaviour and overall met their interest regarding receiving engaging and non-moral forms of drug prevention programmes. While pupils perceived the normative feedback session in the classroom and the posters with SN messages as positive, stimulating and surprising, the web-based application with SN feedback was rarely used and less positively evaluated. Anonymity and confidentiality were regarded as essential to provide honest answers in the poll. The pupils suggested even more variety in ways to engage them and to use more gaming elements. Conclusions : SN feedback was well perceived by adolescents. The intervention met their interest and needs and was able to achieve the intended impact of challenging norm perceptions. Anonymity and confidentiality are key in order to build trust and engage adolescents in the intervention.

Keywords: social norms; normative feedback; drug use; focus group; qualitative research; adolescents (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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