For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Chapter 4: Understanding Social Norms: Upstream and Downstream Applications for Social Marketers

Understanding Social Norms: Upstream and Downstream Applications for Social Marketers

Understanding social norms: Upstream and downstream applications for social marketers
PatrickKenny and GerardHastings

Introduction

A solid appreciation of social norm perceptions – and specifically their ...

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