Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. The social norms approach, or social norms marketing, is an environmental strategy gaining ground in health campaigns. While conducting research in the mid 1980s, two researchers, H.W. Perkins and A.D. Berkowitz, discovered that students at a small U.S. college held exaggerated beliefs about the normal frequency and consumption habits of other students with regard to alcohol. These inflated perceptions were later found in universities of all types, with varying populations and locations. Despite the fact that college drinking is at elevated levels, the perceived amount almost always exceeds actual behavior The social norms approach has been used to counter misperceptions, predominantly as a means to reduce extreme drinking, but it is increasingly applied to other social issues.

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