Peer Pressure

Health behavior is influenced by Many factors. Behavior change theories initially focused on individual biological factors as main determinants of behavior, but as theories have evolved over time, environmental factors have been incorporated into behavioral theories. The socioecological model, a widely utilized theory in behavior change programs, indicates that there are various levels that influence individual behavior, including individual-level factors, community factors, and policy-level factors. Specifically, at the interpersonal level, peer pressure, a form of social influence, has been identified as an important factor that affects individual behaviors.

Peer pressure is defined as any influence on individual feelings, thoughts, or behaviors exerted by the real or imagined presence or actions of others. From a health behavior perspective, an individual's attitudes, beliefs, and behaviors are primarily shaped through the prevailing norms of a group; as in any given society, individuals engage in certain behaviors based on what norms are prevalent. Norms are social phenomena and refer to conforming to the expectations of another person or group. Norms provide guidelines for behavior, and two norms are particularly relevant to behavior. According to R. Cialdini and B. Kallgren, injunctive norms are an individual's perception of what other people approve or disapprove of with regard to behavior. For example, if teenagers are deciding whether or not to drink alcohol, they may be influenced by what they think they ought to do by others in their social group, as injunctive norms represent the perceived moral rules of one's peer group. According to M. Fishbein, another type of norm, the descriptive norm, reflects individuals' perception of the behaviors other people are doing. The teenager who is deciding whether to drink alcohol may be influenced by what others in his or her social group are doing with regard to engaging in alcohol consumption.

Peer pressure informed by norms is particularly important when studying the influence of peers in relation to deviant behavior. Norms define which behaviors are tolerable and which are not and provide information about what behavior is expected. The major reason why people conform to group norms is fear of sanctions for nonconformity. For example, in studies examining alcohol consumption among students at U.S. colleges and universities, students overwhelmingly perceived higher permissive norms and higher levels of alcohol abuse among their peers than what was actually reported. Studies have shown a consistent relationship between individual alcohol consumption and perceived social norms; perceived norms of higher alcohol consumption acceptability are linked with greater personal use.

Peer pressure is often thought to be more salient among young people; however, norms can influence the behaviors of children, adolescents, and adults alike. The influence of peer pressure can be as straightforward as influencing likes and dislikes, such as fashion and music, but often has a significant effect on the way individuals behave. Peer pressure can exert positive influence through the encouragement of academic achievement, good nutrition, and exercise, and participation in clubs, sports, and civic causes. However, peer pressure is often understood to be a negative influence presenting itself in the form of coercion, teasing, bullying, and rejection from social groups if the individual does not capitulate to the pressure to behave in a certain way. At younger ages, peer pressure can influence behaviors including rule breaking, lying, and shoplifting. As individuals get older, the negative behavior stemming from peer pressure can get riskier and escalate into those with significant health impacts, including reckless driving, cigarette smoking, alcohol consumption, substance abuse, sexual initiation, and risk taking.

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