Purpose: Given the importance of developing appropriate measures for assessing social norm change, this article documents the process, results, and lessons learned from a baseline survey measuring social norms related to child marriage in Phalombe and Thyolo districts in Southern Malawi. Methods: A quantitative questionnaire was administered to a representative sample of all adults (age >= 18 years) who self-identified as a decision-maker for at least one girl between the ages of 10 and 17 years, for a total sample size of 1,492 respondents. Measures of empirical expectations, normative expectations, and sanctions related to child marriage were modeled after previously developed measures and social norm theory. Results: Using an established social norm diagnostic process, this study found that, despite Southern Malawi having the lowest median age of first marriage in the country, child marriage may not be a strong social norm in the intervention communities. Specifically, although 89.3% of respondents expressed the empirical expectation that "Most girls in this community marry before the age of 18,"agreement with the normative expectation that " Most people in this community expect girls to marry before the age of 18" was just 53.2% overall and fear of sanctions was just 36.4%. Conclusions: Taken together, the presence of prudential reasons for child marriage and the weak evidence of normative expectations and sanctions indicate that child marriage may not be a social norm in these communities although it may be indirectly perpetuated by other norms related to adolescent sexuality and access to contraception. (C) 2019 Society for Adolescent Health and Medicine. Published by Elsevier Inc.
