Support for social norms programming to reduce alcohol consumption in pregnant women

This investigation examined the difference between the amount of alcohol consumed by pregnant Montana women (actual norms) and the amount they perceived was consumed by other Montana women of their same age (peer norms). On the basis of a stratified cluster sampling, 712 women completed a survey based on social norms theory. Results revealed that prior to the pregnancy women perceived that other women of their same age normally drank more than four times as much alcohol as they actually consumed. However, during their pregnancy women perceived that other women of their same age normally drank over 102 times as much alcohol as they actually consumed. Similar patterns were seen for the more than usual consumption. The results of the investigation showed a consistent and dramatic pattern of overestimation of peer alcohol use norms compared to actual norms. These findings support the application of intervention strategies designed to correct misperceptions of drinking norms in pregnant women as a way to reduce actual drinking rates.