• Kim Pulvers, Jacquelyn Schroeder, Eleuterio F Limas, and Shu-Hong Zhu.
• Department of Psychology, California State University San Marcos, 333 S. Twin Oaks Valley Rd, San Marcos, CA, 92096, USA, kpulvers@csusm.edu.
• Ann Behav Med. 2014 Jun 1;47(3):316-24.

BackgroundFew experimental studies have been conducted on social determinants of pain tolerance.PurposeThis study tests a brief, computer-delivered social norm message for increasing pain tolerance.MethodsHealthy young adults (N = 260; 44 % Caucasian; 27 % Hispanic) were randomly assigned into a 2 (social norm) × 2 (challenge) cold pressor study, stratified by gender. They received standard instructions or standard instructions plus a message that contained artificially elevated information about typical performance of others.ResultsThose receiving a social norm message displayed significantly higher pain tolerance, F(1, 255) = 26.95, p < .001, η p (2)  = .10 and pain threshold F(1, 244) = 9.81, p = .002, η p (2)  = .04, but comparable pain intensity, p > .05. There were no interactions between condition and gender on any outcome variables, p > .05.ConclusionsSocial norms can significantly increase pain tolerance, even with a brief verbal message delivered by a video.

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