Social Norms Marketing

We have all seen the anti-smoking and drug ads on TV. This is part of a new idea called Social Norms Marketing that looks at social norm perceptions and how it impacts the actual behaviors that the marketing is geared towards by using posters, advertisements, and other media based tools.

Research has shown that the actual actions and the perception of the actions are directly related in a cyclical fashion meaning that you cannot simple change the perception to change the action. And most people who are going to agree with the perception are those who don't have the problems, so the target audience is geared incorrectly most of the times.

Another facet of Social Norms Marketing that is intriguing is the decision to use the inclusion or exclusion theory. Should the marketing be geared towards being an individual or being part of a group.

In conclusion, Social Norms Marketing is an interesting new way of creating social change, but it still needs some work.