Chapter 12 truth in advertising 1.2
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This document discusses social norms marketing research and lessons learned from various case studies. It finds that effective social norms campaigns require a high level of frequent messaging through multiple channels. The campaigns must also build credibility and clearly identify the target audience to avoid rejection. Examples provided examine anti-smoking campaigns and how feedback on electricity usage can influence consumption.
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Chapter 12 truth in advertising 1.2
- 2. USEFUL TERMS • Descriptive norms • Injunctive norms • Latitude of rejection
- 3. THE STUDIES • Social Norms Marketing Research Project • University of Virginia Case Study • MSU Case Study
- 4. THE LESSONS LEARNED FROM THE RESEARCH • It’s important with a high level of activity with a frequent message repetition. • Not all students are exposed to the same channels – use a variety. • Be aware of the latitude of rejection – build up credibility • Make sure that people can identify the audience as a whole – e.g. student body.
- 5. EXAMPLES • The Truth campaign • The recent anti smoking campaign called ”The Truth” by The American Legacy Foundation. • Has been shown a lot on american tv, especially channels targeted young americans such as MTV and Comedy Central. • http://www.thetruth.com/track-progress • https://www.youtube.com/watch?v=CNS0JaX9_X8#t=44 • Discuss; Do you believe the campaign)? Is it credible? (latitude of rejection)
- 6. EXAMPLES Discuss; Do you believe the campaign)? Is it credible? (latitude of rejection)
- 7. EXAMPLES • The 99% pledge • 99% of young Londoners do not commit serious youth violence • Sign a pledge! (Chialdinis consistency)
- 8. STUDY • SN Approach on electrical usage • A case study in domestic electricity consumption and how feedback of usage effects consumption • Does feedback about your own consumption change your consumption? • Does feedback about your own and other peoples consumption change your consumption?
Editor's Notes
- Resume; The chapter discusses the use of Social Norms Marketing – SNM. First it rapidly discusses the theoretical terms regarding SNM while the remaining space is spent showing and explaining examples using SNM to control the drinking culture in universitys from Virginia, Michigan, Illinois and other cities.
- Descriptive norms: Beliefs about what most people do in a given situation. E.g. how many drinks college students have whilst partying? Injunctive norms: Beliefs about which behaviors have social approval: Latitude of rejection; When something isn’t believed by the audience and therefore rejected. The studies
- Two randomized control trials Researchers vetted all draft materials for stimuli school First study showed that the campaigns had been effective The second did show any difference however Outlet density as a possible explanation Failed to achieve the high volume of message repetition University of Virginia Case Study Target; reduce alcohol-related problems Collected survey data from 2001 – 2006 Some control for alternative explanations Drop of negative consequences while nationwide was opposite MSU Case Study Cited as one of the better campaigns Top party school in 90’s (SDSU is 66!) Pretty expensive campaign Drop in perceived average from 6.1 to 5.3 drinks from 2000-2010 Drop in average drink from 5.4 to 4.2 drinks Two types of drinking; celebration and global