Pluralistic ignorance and health risk behaviors: Do college students misperceive social approval for risky behaviors on campus and in media?

Pluralistic ignorance is a psychological state in which individuals believe that their own beliefs and feelings differ from others' in a group despite the fact that they all behave similarly (Miller & McFarland, 1991). For example, college students reported that they were less comfortable with campus drinking than were other students on their campus (Prentice & Miller, 1993). We replicated this finding and investigated whether college students would show this pluralistic ignorance effect for other health-related risk behaviors (smoking, sexual behavior, and illegal drug use). In addition, we tested whether media portrayals of these behaviors also might result in pluralistic ignorance. The results show that a significant effect of pluralistic ignorance occurred for all 4 health-related risk behaviors, both in ratings of campus behaviors and in ratings of media portrayals of these behaviors. Participants indicated that other students on their campus would have higher comfort ratings with campus patterns of smoking, drinking, illegal drug use, and sexual behaviors than their own comfort ratings. Participants also indicated that other students would have higher comfort ratings with the same 4 behaviors as they are portrayed in the media than their own comfort ratings.