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7 November 2006
Why It Feels Good To Be Bad 
A new study shows that while we are all well aware of the health risks associated with drinking, smoking and stress, we continue to indulge anyway. Researchers from the University of Alberta suggest that it is not enough for people to merely know the risks involved, as social norms are far more likely to shape our attitudes toward risky behaviors. Millions of dollars are spent worldwide annually on advertising designed to stop people from indulging in risky behaviors, but they seem to go largely unheeded. Researchers say that such campaigns are missing the mark because we are yet to tackle the underlying issues that make such behaviors so attractive in the first place. "The results showed that in fact, people have a very realistic understanding of the various risks in their lives. We have to get beyond the thought of 'If they only understood the facts, they'd change.' They do understand the facts, but we need to look at other factors we haven't been looking at before," says Dr. Cindy Jardine, an assistant professor of rural sociology at the University of Alberta Dr. Jardine said that the root causes of why people engage in risky behaviors could include anything from poverty, unemployment, and a history of family violence, to a longing for social acceptance or defiance of health warnings. "We get a sense of belonging that is important to us. We can see ourselves as part of a social structure; it's very hard to change a behavior if it is still accepted socially," Jardine said. "For instance, stress is bad for us, yet we wear it as a badge of honor. It is seen as a socially desirable thing to be overworking. We don't seem to have the same respect for people who work a 40-hour week." Dr. Jardine says that we all need to become aware of the social triggers that lead to unhealthy lifestyle choices, and familiarize ourselves with the complex psychological factors at play. "We need to look at social norms and why they are starting to dictate our actions. We as a society have to rethink and challenge those norms." Source: University of Alberta
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