Social Marketing
Nutrition and Physical Activity

CDC

What Makes Social Marketing Different?

Marketing Mix

Price
The price is the cost or barriers to adopting the behavior. The price for social marketing products is not always monetary, but can include barriers such as loss of time, decrease in pleasure, loss of self-esteem, loss of respect from peers, lack of access, or embarrassment. Once the costs or barriers of the desired behavior are identified, social marketing attempts to minimize or reduce them. If that's not possible, you may be able to increase the costs of the competing behavior by making it more difficult or less appealing.

Even if you cannot change the actual costs of a behavior, you still may be able to affect your audience's perception of those costs. For example, if someone believes that cooking fruits and vegetables is very difficult to do, you may not be able to make cooking them any less difficult, but you may be able to change the audience's perception of the difficulty by offering recipes, tips, and training.