When trying to discourage a socially objectionable behavior (e.g., don't drink and drive), a marketer should not portray the undesirable behavior as common.

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If a marketer portrays the undesirable behavior as common, it can actually normalize and encourage the behavior instead of discouraging it. Research shows that people are more likely to engage in a behavior if they believe it is common and acceptable. Therefore, it is important for marketers to not make the behavior seem widespread or prevalent in order to effectively discourage it.

When Trying to Discourage a Socially Objectionable Behavior (E