Social network normative influence and sexual risk-taking among women seeking a new partner.

This paper examines the relative influence of social network norms on sexual risk-taking among women seeking a new partner in Quebec (Canada). A survey was conducted among 430 women, 30 to 54 years of age, and living without a partner. Condom use is significantly influenced by the norms of women's different social networks: confidants, social circles through which they meet partners (e.g., family, friends, internet or newspapers virtual communities), with a minority following prescribed condom use habits. Further the results indicate that among the study participants the search for love and well being, social proximity, feelings of trust and intimacy that appear to evolve almost instantly in new encounters, are in conflict with the prescribed condom-use norms. These results suggest that there is a need to build new norms for starting relationships, for improved dialogue among women and between women and men on affective solitude. The findings also underscore the need for public health interventions that seek to influence social networks as well as the behavior of individuals.