Social Norms Marketing

The term "Social Norms" describes the accepted "normal" attitudes of many and a society's therewith associated behaviour. 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 human behaviour in a positive way.

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