Eric Eckl Falls Church May 26, 2008

Folks, you may need to register with the Washington Post to read this article (registration is free), but I think it's worth it: Social Networks' Sway May Be Underestimated It summarizes a study on how networks of people in a community shifted their norms on smoking. People who knew somebody who quit were more likely to quit themselves, and those who kept smoking became socially isolated over time. I think this article shows that social marketing theory, with its emphasis on establishing new norms, is on the right track. Traditional information-based campaigns, with their focus on enabling rational decisions, miss this important boat.

Enjoy! ***
Eric Eckl

Water Words That Work
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