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The social norms approach focuses on positive messages about healthy behaviors and attitudes that are common to most people in a group. Often college students overestimate unhealthy behaviors and underestimate healthy behaviors, therefore influencing their perception of normative expectations (social norms). Social norms marketing uses campus-based media to inform students about the truly reported behavior among their peers. Accurate information can help lead to changes in perceptions of social norms and, in turn, lead to healthier behaviors.
