Peoples' perception of which behaviors are typically approved or disapproved

Research:

Injunctive norms usually have the implication of you “ought” to do something because your peers are doing it. Especially effective in younger populations who are susceptible to peer pressure, using words like “most” when describing statistics over 51% can be effective when promoting messages or products. Examples could be “most teens don’t drink until they’re passed out” or “most of your friends are already playing, why not join them?"