Most people want to be normal. So, when we are given information that underscores our deviancy, the natural impulse is to get ourselves as quickly as we can back toward the center.
Marketers know about this impulse, and a lot of marketing makes use of social norms. This is especially true of campaigns targeting some kind of public good: reducing smoking or binge drinking, for example, or encouraging recycling. The problem with these campaigns is that they often do not work. Indeed, they sometimes appear to have the opposite of their intended effect.