Key Social Norms Take-aways Misperceptions of social norms—specifically overestimating the extent to which other men endorse and perpetrate intimate partner violence (IPV)—play a critical role in sustaining harmful attitudes and behaviors. The discussion highlights that many men believe IPV is more socially accepted and more commonly practiced than it actually is, creating a false consensus that normalizes violence. These misperceptions reinforce both injunctive norms (perceived approval) and descriptive norms (perceived behavior), increasing the likelihood of personal endorsement and perpetration. Importantly, correcting these misperceptions by highlighting positive, non-violent norms within communities may be a powerful strategy to reduce IPV and shift broader social climates toward non-acceptance of violence.

Objectives The study aimed to assess the prevalence of IPV endorsement and perpetration among men in rural Uganda, measure perceived norms about these behaviors, identify the extent of misperceived norms, and examine associations between these misperceptions and men’s own IPV attitudes and perpetration.

Methods A cross-sectional, population-based survey was conducted among 756 adult men across eight villages in rural southwestern Uganda. The study measured personal IPV endorsement using responses to five hypothetical scenarios and IPV perpetration through self-reported frequency of physical and sexual violence. Social norms were assessed through perceived injunctive norms (beliefs about others’ approval of IPV) and descriptive norms (beliefs about others’ perpetration), and misperceptions were identified by comparing perceived norms to actual aggregated population data. Multivariable Poisson regression models were used to examine associations between misperceived norms and IPV outcomes.

Results While most men did not endorse or perpetrate IPV, nearly half incorrectly believed that IPV endorsement (45%) and perpetration (48%) were normative in their communities. Men consistently overestimated both the acceptance and frequency of IPV across all scenarios and behaviors. Misperceptions were widespread across demographic groups. Men who misperceived IPV endorsement as normative were significantly more likely to personally endorse IPV (aRR=2.44), and those who misperceived IPV perpetration as normative were substantially more likely to perpetrate IPV themselves (aRR=4.38).

Conclusions The study concludes that misperceived social norms are a key driver of IPV attitudes and behaviors among men in rural Uganda. Interventions that correct these misperceptions by communicating accurate, positive norms—emphasizing that most men do not support or engage in IPV—hold promise for reducing violence against women and fostering community-level change.