Method: Parents of children aged 2-6 years old from socioeconomically deprived areas in Wales (n=296) completed a questionnaire survey about their child’s toothbrushing routine. Parents were asked how often they brushed their child’s teeth at home in a normal week and how often they thought the ‘average’ parent in their child’s class did so. Various demographic details, including socio-economic status and the child’s age, gender and birth order were also collected.
Result: Parents reported brushing their children’s teeth 12.6 (SD: 2.5) times per week on average, while they estimated that their peers brushed their children’s teeth 10.5 (SD: 3.1) times per week. Half of the parents surveyed (50%) reported that they brushed their child’s teeth more frequently than they believed was the custom of the average parent. Only 13% said that they brushed their child’s teeth less often than what they perceived their peers to do. Multiple regression analysis showed that parents’ perceptions of others were significantly associated (p<0.01) with their own behaviour, having controlled for socio-economic status and other demographic variables.
Conclusion: The results demonstrate that there is a tendency among many parents to underestimate how often other parents brush their children’s teeth, and to see their own behaviour as ‘above-average’. This is the first study to suggest that decisions about oral hygiene may be influenced by perceived social norms. Interventions aimed at correcting misperceptions may motivate parents to brush their children’s teeth more frequently at home. This study was funded by the Welsh Government.