Marketing social norms: Social marketing and the ‘social norm approach’

2012 ◽  
Vol 12 (1) ◽  
pp. 1-9 ◽  
Author(s):  
Kevin Burchell ◽  
Ruth Rettie ◽  
Kavita Patel
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Norm ◽  
Marketing Social ◽  
The Social

Can Humanism be the Social Norm?

2020 ◽  
Author(s):  
Sharon D. Welch
Keyword(s):  
Social Norms ◽  
Social Norm ◽  
Human Cognition ◽  
Human Reasoning ◽  
Individual Freedom ◽  
Social Divisions ◽  
The Social

Assaults on truth and divisions about the nature of wise governance are not momentary political challenges, unique to particular moments in history. Rather, they demonstrate fundamental weaknesses in human reasoning and core dangers in ways of construing both individual freedom and cohesive communities. It will remain an ongoing challenge to learn to deal rationally with what is an intrinsic irrationality in human cognition and with what is an intrinsic tendency toward domination and violence in human collectivities. In times of intense social divisions, it is vital to consider the ways in which humanism might function as the social norm by, paradoxically, functioning in a way different from other social norms. Humanism is not the declaration that a certain set of values or norms are universally valid. At its best and most creative, humanism is not limited to a particular set of norms, but is, rather, the commitment to a certain process in which norms are continuously created, critically evaluated, implemented, sustained or revised. Humanism is a process of connection, perception, implementation, and critique, and it applies this process as much to itself as to other traditions.

Is Gender-Based Violence a Social Norm? Rethinking Power in a Popular Development Intervention

2020 ◽  
Vol 126 (1) ◽  
pp. 89-105
Author(s):  
Amy Piedalue ◽  
Amanda Gilbertson ◽  
Kalissa Alexeyeff ◽  
Elise Klein
Keyword(s):  
Social Norms ◽  
Social Norm ◽  
Social Processes ◽  
Gender Based Violence ◽  
Policy And Practice ◽  
The Social ◽  
Key Factor ◽  
Critical Revision ◽  
Gender Based ◽  
And Control

Changing social norms has become the preferred approach in global efforts to prevent gender-based violence (GBV). In this article, we trace the rise of social norms within GBV-related policy and practice and their transformation from social processes that exist in the world to beliefs that exist in the minds of individuals. The analytic framework that underpins social norms approaches has been subject to ongoing critical revision but continues to have significant issues in its conceptualisation of power and its sidelining of the political economy. These issues are particularly apparent in the use of individualised measures of social norms that cannot demonstrate causation, and conflation of social norms with culture. Recognising that the pressure to measure may be a key factor in reducing the complexity of the social norms approach, we call for the use of mixed methods in documenting the factors and processes that contribute to GBV and the effectiveness of interventions. As social norms approaches are increasingly prioritised over addressing the non-normative contributors to GBV (such as access to and control over productive resources), awareness of the limitations of social norms approaches is vital.

Confusion Surrounding Social Marketing Strategies and Social Norm Theory: To Prevent High-Risk Drinking among College Students

2010 ◽  
Vol 16 (2) ◽  
pp. 94-103 ◽  
Author(s):  
Tavis J. Glassman ◽  
Robert E. Braun
Keyword(s):  
College Students ◽  
High Risk ◽  
Social Norms ◽  
Social Marketing ◽  
Social Norm ◽  
Cost Effective ◽  
Social Norms Theory ◽  
Norm Theory ◽  
High Risk Drinking ◽  
Marketing Principles

High-risk drinking, the consumption of 5 or more drinks on one occasion, constitutes a serious public health issue among young adults, particularly college students. In an attempt to address this issue in a cost-effective manner, many universities have implemented social marketing interventions sometimes utilizing social norm theory and in other cases using more traditional strategies. However, some practitioners, school officials, and even researchers incorrectly use the terms social marketing and social norms marketing, interchangeably. Social marketing influences health behavior through the use of marketing principles, such as the use of the 4Ps (product, price, placement, and promotion) to increase knowledge, change attitudes, and motivate individual or societal change. Conversely, social norms represents a specific theory which can be applied using social marketing principles. Social norm interventions are designed to correct peoples' misconceptions concerning the prevalence of a particular behavior. Theorists assert that by providing accurate information concerning the prevalence of the behavior of interest people will alter their behavior to fit the“norm.” Using social marketing approaches with or without social norms theory represents a promising cost-effective strategy for addressing high-risk drinking among college students. However, failing to understand and appreciate the conceptual underpinnings of how these two concepts relate to one another may result in ineffective interventions and conclusions concerning the efficacy of social marketing and/or social norms theory.

But I AM normal: safe? driving in Vietnam

2015 ◽  
Vol 5 (2) ◽  
pp. 105-124 ◽  
Author(s):  
Duong Trong Hue ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Michael Florian
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Dynamics ◽  
Adult Males ◽  
Injunctive Norms ◽  
Marketing Practice ◽  
Safe Driving ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns

Purpose – This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context. Design/methodology/approach – A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups. Findings – The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise. Practical implications – The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur. Originality/value – This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

scholarly journals How to Solve the Social Norm Conflict Dilemma of Green Consumption: The Moderating Effect of Self-Affirmation

2020 ◽  
Vol 11 ◽  
Author(s):  
Wanda Ge ◽  
Guanghua Sheng ◽  
Hongli Zhang
Keyword(s):  
Social Norms ◽  
Social Norm ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Green Consumption ◽  
Mediating Role ◽  
Conflict Situations ◽  
Maximum Utility ◽  
The Social

Social norms are important social factors that affect individual behavioral change. Using social norms to promote green consumption is receiving increasing attention. However, due to the different formation processes and mechanisms of the behavioral influence of the different types of social norms, using social norms to promote green consumption often has social norm conflict situations (injunctive norms + negative descriptive norms). Thus, it is difficult to attain the maximum utility of social norms. The present research found that social norm conflict weakens the role of injunctive norms in promoting green consumption. Specifically, negative descriptive norms weaken the role of injunctive norms in promoting green consumption. Alienation, which manifests through powerlessness and meaninglessness, plays a mediating role in the relationship between social norm conflict and green consumption. Self-affirmation moderates the mediating role of alienation between social norm conflicts and green consumption. Self-affirmation reduces the alienation caused by social norm conflict, thereby alleviating the weakening effect of social norm conflict on green consumption.

scholarly journals Optimal Contracting with Endogenous Social Norms

2008 ◽  
Vol 98 (4) ◽  
pp. 1459-1475 ◽  
Author(s):  
Paul Fischer ◽  
Steven Huddart
Keyword(s):  
Social Norms ◽  
Adverse Selection ◽  
Social Norm ◽  
Peer Group ◽  
Selection Problem ◽  
Monetary Incentives ◽  
Optimal Contracting ◽  
The Social ◽  
Adverse Selection Problem ◽  
Group Agents

Research in sociology and ethics suggests that individuals adhere to social norms of behavior established by their peers. Within an agency framework, we model endogenous social norms by assuming that each agent's cost of implementing an action depends on the social norm for that action, defined to be the average level of that action chosen by the agent's peer group. We show how endogenous social norms alter the effectiveness of monetary incentives, determine whether it is optimal to group agents in a single or two separate organizations, and may give rise to a costly adverse selection problem when agents' sensitivities to social norms are unobservable. (JEL D23, D82, D86, Z13)

What Factors Moderate Self-Other Discrepancies in Decision Making? Results from a Vaccination Scenario

2016 ◽  
Vol 19 ◽  
Author(s):  
Dafina Petrova ◽  
Rocio Garcia-Retamero ◽  
Joop van der Pligt
Keyword(s):  
Decision Making ◽  
Young Adults ◽  
Social Norms ◽  
Social Norm ◽  
Risk Attitudes ◽  
Sexually Transmitted ◽  
Transmitted Virus ◽  
The Social ◽  
Decisions For Others ◽  
Risky Decisions

AbstractWhen we make risky decisions for others, we tend to follow social norms about risks. This often results in making different decisions for others than we would make for ourselves in a similar situation (i.e., self-other discrepancies). In an experiment, we investigated self-other discrepancies in young adults’ decisions to purchase a vaccine against a sexually-transmitted virus for themselves or for another person (i.e., the target of the decision). When the target’s preferences were in line with social norms, surrogates showed large self-other discrepancies in line with these norms. When the target’s preferences were contrary to social norms, surrogates did not show self-other discrepancies in line with these preferences; instead they still followed social norms, F(1, 140) = 21.45, p < .001, ηp2 = .13. Surrogates with lower numeracy, F(2, 128) = 3.44, p = .035, ηp2 = .05, and higher empathy, F(2, 128) = 3.72, p = .027, ηp2 = .06, showed self-other discrepancies more in line with the target’s preferences, even when these were contrary to the norm. Surrogates whose own risk attitudes were contrary to social norms showed larger self-other discrepancies, F(1, 128) = 5.38, p = .022, ηp2 = .04. These results demonstrate that perceived social norms about risk can predict self-other discrepancies in risky decisions, even when the target’s preferences are known and at odds with the social norm. Further, the surrogates’ numeracy, empathy, and propensity to take risks influence the extent to which risky decisions for others resemble risky decisions for oneself.

scholarly journals Marketing Social Marketing in the Social Change Marketplace

2002 ◽  
Vol 21 (1) ◽  
pp. 3-13 ◽  
Author(s):  
Alan R. Andreasen
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Subject Matter ◽  
Clear Understanding ◽  
Marketing Social ◽  
The Social ◽  
Barriers To Growth

Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

scholarly journals A critic revision of the social marketing concept

2007 ◽  
Vol 3 (1) ◽  
pp. 45-52
Author(s):  
Jorge Marcelo Nomura ◽  
Maria Tereza Saraiva de Souza
Keyword(s):  
Social Marketing ◽  
Social Issues ◽  
Marketing Concept ◽  
Marketing Social ◽  
The Social

In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main defi­nitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.

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