What is a social norms marketing campaign?
If misperceived norms are leading to increased drinking behavior, it makes sense that informing students of actual drinking norms may reduce student drinking. A social norms marketing campaign about high-risk drinking attempts to correct student misperceptions of drinking norms to reflect actual drinking patterns on campus. Social norms is the topic of the campaign, while social marketing is the process used to disseminate information about campus norms.
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