Health Behavior Exam 2 (Social Norms Marketing and Social Marketing)

Creators of Social Norms Marketing
Wesley Perkins and Alan Berkowitz
Reason for Founding
Perkins and Berkowitz found that students grossly overestimated their peers alcohol consumption.
Health Terrorism
Traditional approaches tried to motivate behavior by highlighting risk.
Social Norms Marketing Definition
Social Norms are the perceived standards of acceptable attitudes and behavior prevalent within a community. Approach targets young people, especially college students.
Model of Social Norms Approach
1) Baseline – identify actual and misperceived norms
2) Intervention – intensive exposure to actual norm message
3) Predicted Results – less exaggerated misperception of norms, less risky behavior
Mixed results. Works better in homogeneous environment.
Social Marketing Definition
The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of the individuals, groups, or society as a whole.
Social Marketing Origin
1971 launched in the Journal of Marketing upstream vs. downstream approach. Uses traditional marketing principles.
Social Marketing 4 P’s
1) Product
2) Price
3) Place
4) Promotion
Social Marketing Limitations
Is this approach sugar coating the problem?
Needs to be comprehensive.
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