Selling good behavior.
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TL;DR
Social marketers use the tools of selling to promote good nutrition, regular checkups, and other positive behavior, but instead of preaching, they try to understand and change the complex motivations that lie behind risky activities like smoking and unsafe sex.
Abstract
Social marketers use the tools of selling to promote good nutrition, regular checkups, and other positive behavior. Instead of preaching, they try to understand and change the complex motivations that lie behind risky activities like smoking and unsafe sex. AIDS prevention is the vanguard of social marketing in the U.S., but the practice is likely to spread for a simple reason: it works.