Social Norms Marketing

The term "Social Norms" describes the by many people accepted "normal" attitudes and  a society's therewith associated behavior. For example: "When going by car, I buckle up".

The aim of Social Norms Marketing is to use methods from communications research and the advertising industry to advertise values or attitudes instead of products and therefore change peoples' behaviour in a positive way.

With help of marketing measures it was for example possible to make fastening one's seat belt to a matter of course. Social Norms Marketing should help the project to make healthy physical and eating behaviour a matter of course in Salzburg.