Problem recognition: integrating help-seeking theory in social marketing

2017 ◽  
Vol 7 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Rachel Akiko Sato ◽  
Judy Drennan ◽  
Ian Lings
Keyword(s):  
Social Marketing ◽  
Stages Of Change ◽  
Critical Incident ◽  
Help Seeking ◽  
Young Male ◽  
Online Gaming ◽  
Negative Consequences ◽  
Problem Recognition ◽  
Content Type ◽  
Problematic Online Gaming

Purpose Online gaming is a global phenomenon that can lead to behavioural addiction and affect players’ mental and physical health. This paper aims to integrate the concepts of help-seeking and stages of change to investigate triggers for problem recognition for problematic online gaming that lead to help-seeking behaviour. Design/methodology/approach Critical Incident Technique method was used to collect a total of 78 critical incidents from a sample of 12 male online gamers who self-identified as having experienced problematic online gaming behaviour. Findings Six classifications of problem recognition triggers for young male problematic online gamers were identified: self-realisation, negative consequences, negative emotions, social influence, competing priorities and impact on social skills. Results indicate that both positive and negative triggers are important for problem recognition. Originality/value Valuable contributions were made to the social marketing literature by presenting an integrated model of help-seeking and stages of change theories, providing new insights into SOC and expanding the understanding of the processes involved in the transition between pre-contemplation and contemplation.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

2015 ◽  
Vol 33 (5) ◽  
pp. 826-843 ◽  
Author(s):  
Aron O'Cass ◽  
Deborah Griffin
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Issues ◽  
Future Research ◽  
Prosocial Behaviour ◽  
Negative Consequences ◽  
Content Type ◽  
Positive Feelings ◽  
Prosocial Behaviours ◽  
Practical Implications

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach – A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings – The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications – While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay attention to a wider array of social issues and undertake post hoc testing to measure the characteristics of the chosen social issues. This may enhance findings, and provide greater support for the generalisability of the model. Also, future research could be directed towards the examining the role of perceived risk and feelings as an outcome of behaviour. Practical implications – A better understanding of the prosocial individual can assist in designing more effective social marketing campaigns. In particular, focusing on positive feelings as a result of engaging in prosocial behaviour has practical implications. Originality/value – Little attention has been given in the marketing and consumer behaviour literature to understanding the prosocial individual. To this end, this research empirically tests a model of prosocial behaviour for two social issues that integrates determinants (social responsibility, time orientation and issue involvement) and outcomes (assessment of negative consequences and feelings). Moreover, the results highlight that positive feelings are a significant outcome of prosocial behaviour.

In the mood for [the right kind of] social marketing communication

2014 ◽  
Vol 4 (1) ◽  
pp. 38-57 ◽  
Author(s):  
George Anghelcev ◽  
Sela Sar
Keyword(s):  
Social Marketing ◽  
Negative Mood ◽  
Environmental Communication ◽  
Similar Response ◽  
Marketing Communication ◽  
Response Patterns ◽  
Negative Consequences ◽  
Content Type ◽  
Recycle Paper ◽  
The Right

Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested in the context of an experiment focused on paper recycling. Findings – It was hypothesized that congruity between mood and the frame of the message would result in more favorable message evaluations and higher intentions to recycle than incongruity. Supporting the study's hypotheses, the data showed that participants in a negative mood had higher intentions to recycle paper and evaluated pro-recycling advertisements more favorably when the ads emphasized avoiding negative consequences as opposed to attaining desired benefits. Among participants in a positive mood, desired benefit advertisements induced higher intentions to recycle paper and were evaluated more favorably than advertisements framed in terms of avoiding negative consequences. Practical implications – A clear message placement strategy is suggested to increase the effectiveness of social marketing communication campaigns. Originality/value – This mood congruity effect has not been reported before in the context of pro-environmental communication. Furthermore, the study provides empirical evidence of the underlying psychological mechanisms that cause the observed interaction. The evidence suggests the data could be predictive of similar response patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.).

Barriers to seeking help among abused Iranian women

2017 ◽  
Vol 19 (5) ◽  
pp. 261-273 ◽  
Author(s):  
Sakineh Taherkhani ◽  
Reza Negarandeh ◽  
Masoumeh Simbar ◽  
Fazlollah Ahmadi
Keyword(s):  
Help Seeking ◽  
Policy Implications ◽  
Abused Women ◽  
Attitudes And Beliefs ◽  
Negative Consequences ◽  
Iranian Women ◽  
Structured Interviews ◽  
Content Type ◽  
Seeking Help ◽  
Education And Employment

Purpose The purpose of this paper is to identify barriers to seeking help among abused Iranian women. Design/methodology/approach This qualitative research was carried out using content analysis approach. The participants were 24 married women who were selected from health care centers, recreational centers, and two universities in Tehran, Iran. Semi-structured interviews were used to collect the data. Findings During data analysis, four themes emerged that explained barriers to seeking help in the participants: “fear of negative consequences of help-seeking,” “lack of resources,” “beliefs and attitudes,” and “indirect experiences of not being supported.” Originality/value This study has practice and policy implications for promoting help-seeking among abused women. Based on the results, to promote help-seeking, intervention plans must focus on empowering women to improve their education and employment, eliminating attitudes and beliefs hindering help-seeking, and fortifying formal and informal support systems for abused women.

Negative emotions in Mexican, Puerto Rican and Spanish hospitals

2016 ◽  
Vol 8 (1) ◽  
pp. 17-37
Author(s):  
Carmen Otero-Neira ◽  
Carmen Padin ◽  
Juan Carlos Sosa Varela ◽  
Maria Santos Corrada ◽  
Irma Magana ◽  
...  
Keyword(s):  
Puerto Rican ◽  
Critical Incident ◽  
Critical Incidents ◽  
Service Providers ◽  
Service Failure ◽  
Negative Emotions ◽  
Three Dimensional ◽  
Negative Consequences ◽  
Content Type ◽  
Service Failures

Purpose – This paper aims to assess negative emotions in Mexican, Puerto Rican and Spanish service settings in the hospital industry. The paper also attempts to validate previous findings in existing theory and previous studies across three national samples and describes the similarities and differences in negative emotions between Mexican, Puerto Rican and Spanish service settings. Design/methodology/approach – The current study comprised Mexicans, Puerto Ricans and Spaniards who experienced a service failure (i.e. critical incident) in hospital settings within the past year. A descriptive research design was followed, and a self-administered questionnaire was applied to gather the data from respondents. Findings – The three-dimensional construct of negative emotions commonly identified in existing theory and previous studies of negative emotions turned out to be four in the current multinational study. Research limitations/implications – The four-dimensional construct of negative emotions thus revealed is relevant and valuable to research. A number of research limitations are provided, all of which provide opportunities for further research in assessing negative emotions in service settings. Practical implications – Service providers need to manage and deal with the negative emotions in service failures in an appropriate manner. It is necessary that the front-line staff identify and understand the reasons behind service receiver’s negative emotions in service failures, and that they act accordingly to reduce the intensity of critical incidents and the overall negative consequences. Originality/value – The negative emotions assessed provide a fruitful contribution and do not only complement additional facets to existing theory and previous studies of negative emotions in service settings but also fortify the notion that further research is required to gain an enhanced understanding and additional insights into them across countries and cultures, just as it is crucial to manage the occurrence of negative emotions in critical incidents accurately.

Reckless driving promotion and prevention: priming effects

2018 ◽  
Vol 8 (2) ◽  
pp. 220-236 ◽  
Author(s):  
Linda Lemarié ◽  
Jean-Charles Chebat ◽  
François Bellavance
Keyword(s):  
Social Marketing ◽  
Road Safety ◽  
Young Male ◽  
Content Type ◽  
Safety Message ◽  
Positive Image ◽  
Young Drivers ◽  
Targeted Messages ◽  
The Impact ◽  
Reckless Driving

Purpose This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy to counteract this effect. Design/methodology/approach The hypotheses were tested through a 2 (reckless driving scenes vs control) × 2 (road safety advertising vs control) online experiment with 151 young male drivers. Findings Reckless driving scenes in action movies prime a positive image of reckless drivers which impacts young male drivers’ attitudes and reckless driving intention. However, a road safety message specifically addressing the positive image of reckless drivers efficiently counteracts this effect. Research limitations/implications A few studies have experimentally tested the impact of reckless driving promotion on young drivers’ attitudes and intention, but none have analysed this impact in terms of the development of a positive image of reckless drivers. In addition, this study emphasises that a targeted message based on social norms can cancel the effect of reckless driving promotion and have a beneficial impact on the most risk-prone drivers. Practical implications Social marketers working in the field of road safety can improve the efficacy of their social marketing programmes by taking into consideration the positive image of reckless drivers promoted by the media. Social implications Practitioners should develop interventions and targeted messages that help young drivers cultivate a less idealised and masculine social image of reckless drivers. Originality/value This paper enhances the awareness of the effect that the media’s positive depiction of reckless drivers can have on the youth and proposes a strategy to counteract this effect.

Perceived workplace gender-bias and psychological impact

2019 ◽  
Vol 43 (3/4) ◽  
pp. 339-353 ◽  
Author(s):  
Siham Lekchiri ◽  
Cindy Crowder ◽  
Anna Schnerre ◽  
Barbara A.W. Eversole
Keyword(s):  
Gender Bias ◽  
Critical Incident ◽  
Psychological Impact ◽  
Working Women ◽  
Content Type ◽  
Treatment Bias ◽  
Male Dominated ◽  
The Impact ◽  
Organizational Mechanisms ◽  
Practical Implications

Purpose The purpose of this paper is to explore the experiences of working women in a male-dominated country (Morocco) and unveil the unique challenges and everyday gender-bias they face, the psychological impact of the perceived gender-bias and, finally, identify a variety of coping strategies or combatting mechanisms affecting their motivation and retention in the workplace. Design/methodology/approach Empirical evidence was obtained using a qualitative research method. The Critical Incident Technique (CIT) was used to collect incidents recalled by women in the select institution reflecting their perceptions of their managers’ ineffective behaviors towards them and the impact of these behaviors. The critical incidents were inductively coded, and behavioral statements were derived from the coded data. Findings The qualitative data analysis led them to structure the data according to two theme clusters: The perceived gender-bias behaviors (Covert and evident personal and organizational behaviors) and Psychological impacts resulting from the perceived bias. These behavioral practices included abusive behaviors, unfair treatment, bias and lack of recognition. The psychological impact elements involved decreased productivity, depression, anxiety and low self-esteem. Practical implications Understanding these experiences can facilitate the identification of strategies geared towards the retention of women in the workforce, and Moroccan organizations can develop and implement strategies and policies that are geared towards eliminating gender-bias in the workplace and to retaining and motivating women who remain ambitious to work in male-dominated environments and cultures. Originality/value This paper provides evidence that sufficient organizational mechanisms to support women in male-dominated environments are still unavailable, leaving them to find the proper coping mechanisms to persevere and resist.

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