Abstract:Only a minority of Americans are adequately engaging in activities experts recommend to curb preventable disease, such as consumption of healthful foods and regular physical exercise. This poses a challenge for policymakers and social marketers alike, given the substantial impact descriptive norms have on behaviors in the health domain. We propose a new way to address this challenge by identifying what we call the “uptrend effect.” This effect encourages descriptively non-normative, healthy behaviors through u… Show more
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