The article discusses a study by communications professor Bob Hornik examining the efficacy of anti-drug ads, revealing that they actually increased marijuana use among teenagers. The cause of this surprising effect lay in 'social proof'—the idea that highlighting a behavior makes it more appealing. Instead of deterring drug use, the ads made it appear popular. Furthermore, it emphasizes how similar marketing mistakes often lead to the unwanted reinforcement of negative behaviors, citing examples from various campaigns and stressing the importance of showcasing positive actions instead.
The anti-drug campaigns meant to deter use were hindered by the same effect. They showed that drug use was a big enough problem to require national ads.
Simply reframing a menu item as 'most popular' can make it 20% more popular. This highlights the importance of how behavior perception can be influenced.
For instance, a sign stating that many stole wood backfired - rather than reducing theft, it doubled the amount of theft at Arizona's Petrified Forest.
Most marketers make the exact same mistake. They popularize a problem - but only make the problem worse.
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