Social Norms Campaign
| Introduction | social norms marketing is based on the central concept of social norms theory - that much of people's behavior is influenced by their perceptions of what is "normal" or "typical." The problem is that we often severely misperceive the typical behaviors or attitudes of our peers. For example, if people believe that the majority of their peers smoke, then they are more likely to smoke. Using social norms marketing to inform people that the majority of their peers do not smoke, can potentially lead them to avoid smoking. |
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