scholarly journals Rethinking behaviour change: a dynamic approach in social marketing

2019 ◽  
Vol 9 (2) ◽  
pp. 252-268 ◽  
Author(s):  
Patricia David ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Static Model ◽  
Theoretical Development ◽  
Research Attention ◽  
Content Type ◽  
Environmental Consequences ◽  
Greater Good ◽  
Dynamic Measures

PurposeWhile awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change.Design/methodology/approachData analyses involved use of multiple linear regression on static followed by dynamic measures of behaviour and behavioural change and their respective determinants. The static model used variables reported by caregivers after program participation, while the dynamic measures used change scores for all variables reported (T2-T1).FindingsResults from the static model showed that only intentions and barriers explained behaviour at Time point 2. In contrast, findings from the dynamic data analysis indicated that a change in injunctive norms (important others’ approval of the child walking to school) explained a change in walking to and from school behaviour. Taken together, the results of the current paper suggest research attention needs to be directed towards dynamic methodologies to re-centre research attention on behavioural change and not behaviour, which dominates current practice.Originality/valueThis paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

Social marketing hackers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria M. Raciti
Keyword(s):  
Social Marketing ◽  
Change Agents ◽  
Content Type ◽  
Marketing Professional ◽  
The Social ◽  
Greater Good ◽  
The Many ◽  
Behaviour Changes ◽  
Social Causes ◽  
Blind Spots

Purpose Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

Influencing travel behaviour

2019 ◽  
pp. 107-130
Author(s):  
Stewart Barr ◽  
John Preston
Keyword(s):  
Qualitative Study ◽  
Case Studies ◽  
Behaviour Change ◽  
Social Marketing ◽  
Quantitative Study ◽  
Behavioural Change ◽  
Travel Behaviour ◽  
Air Travel ◽  
The Other ◽  
Car Travel

As travel planning’s theoretical underpinnings have broadened from engineering and economics to embrace psychology and sociology, an emphasis has been placed on social marketing and nudge theory. It is argued that this is consistent with a neo-liberal trend towards governing from a distance. Using two case studies, one a qualitative study of reducing short-haul air travel, the other a quantitative study of attempts to reduce local car travel, it is found that actual behaviour change is limited. This seems to arise because behavioural change has been too narrowly defined and overly identified with personal choice.

Addressing Marine Wildlife Entanglement in Derelict Fishing Nets Using Community-Based Social Marketing: Case Study and Lessons Learnt

2021 ◽  
pp. 152450042110538
Author(s):  
Maïa Sarrouf Willson ◽  
Craig Turley ◽  
Lamees A. Daar ◽  
Hussein Al Masroori ◽  
Hussain Al Muscati ◽  
...  
Keyword(s):  
Pilot Study ◽  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Marine Species ◽  
Marine Biodiversity ◽  
Community Based ◽  
One To One ◽  
Marine Wildlife

Background Entanglement of marine species, particularly endangered sea turtles and cetaceans, in abandoned, lost or otherwise discarded fishing gear is a major conservation concern. Focus of the Article This case study applies Community-Based Social Marketing (CBSM) to reduce marine wildlife net entanglement in the waters surrounding Masirah Island, a marine biodiversity hotspot in Oman. Importance to the Social Marketing Field The study demonstrates the use of social marketing tools in biodiversity conservation, bringing new knowledge to the cross-application of these two fields. Methods The CBSM methodology was applied to select behaviours, identify barriers and benefits, develop strategies and design a pilot study. The responsible disposal of derelict nets in skip bins was selected as the target behaviour, and a mix of behavioural change tools was applied to achieve change: convenience (installation of three skip bins), education (installation of informative signs, distribution of awareness posters, one-to-one engagement with fishers on the beaches), prompts (installation of signs and posters on vessels) and social norms (one-to-one engagement with key influencers and decision makers). The monitoring of behaviour change took place through structured observations over 23 weeks, focussing on the number of nets disposed of in the allocated skip bins. Results Results showed a low level of behaviour adoption rate by skiff and launch vessel fisheries, respectively, 5.36% and 2.58%. Positive results were observed for a short time but did not reach the estimated target value throughout the study period. Recommendations for Research Our pilot study did not lead to broad-scale implementation and we recommend further awareness and engagement with the target audience, trials of various behaviour change tools and increase field monitoring time. We further recommend the application and funding of behaviour change methods applied to fishers with the incorporation of conventional financial, conservation and regulatory tools to support resource management. Limitations Our results show that focussing on specific behaviours with appropriate measurement is both resource and time demanding to solve pressing conservation problems, particularly ones generated by complex industries such as fishing. Various lessons, useful for other social marketers, have been drawn from our evaluation of the overall study.

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.

Consumer well-being research: integrating social marketing and service research

2019 ◽  
Vol 10 (1) ◽  
pp. 125-138
Author(s):  
Raechel Johns
Keyword(s):  
Social Marketing ◽  
Behavioural Change ◽  
Well Being ◽  
Service Research ◽  
Limited Attention ◽  
Extensive Literature ◽  
Content Type ◽  
For Profit ◽  
Not For Profit ◽  
Service Ecosystem

Purpose While social marketing (SM) literature has increasingly incorporated service literature into the field, social marketers have paid limited attention to transformative service research (TSR). Similarly, transformative service researchers have neglected to incorporate the more traditional body of literature – SM – into their research. This paper aims to provide an extensive literature review and comparison of the bodies of literature, cautioning researchers to consider both fields of research or risk their work not being as relevant as research incorporating both literature bodies. Social value co-creation is considered as a middle-ground between the two bodies of literature. Design/methodology/approach This paper expands on the conceptual discussion of TSR and the more advanced empirical academic literature on SM. Framed within a context of anti-smoking, this paper explores the differences between SM and TSR, within the service ecosystem. Findings This paper highlights three key differences between SM and TSR. Firstly, SM focuses on changes only within a not-for-profit context, while TSR focuses on changes which may be related to both not-for-profit and for-profit objectives. Secondly, SM broadly appears to take a behavioural change from implementation perspective, with an upstream approach; while in contrast, TSR focuses more on interaction for consumer and employee well-being. Finally, when considering the service ecosystem, SM and TSR both operate at all three levels (micro, meso and macro) but may focus on different levels, depending on the initiative. Originality/value With the emergence of TSR, further understanding of this body of literature is necessary; otherwise, social marketers may risk their research losing ground to other bodies of literature.

scholarly journals Information encountering re-encountered

2020 ◽  
Vol 76 (3) ◽  
pp. 731-751 ◽  
Author(s):  
Sanda Erdelez ◽  
Stephann Makri
Keyword(s):  
Information Acquisition ◽  
Theoretical Description ◽  
Theoretical Development ◽  
Future Research ◽  
Information Discovery ◽  
Research Attention ◽  
Content Type ◽  
Additional Information ◽  
Human Information Behavior ◽  
Information Encountering

PurposeIn order to understand the totality, diversity and richness of human information behavior, increasing research attention has been paid to examining serendipity in the context of information acquisition. However, several issues have arisen as this research subfield has tried to find its feet; we have used different, inconsistent terminology to define this phenomenon (e.g. information encountering, accidental information discovery, incidental information acquisition), the scope of the phenomenon has not been clearly defined and its nature was not fully understood or fleshed-out.Design/methodology/approachIn this paper, information encountering (IE) was proposed as the preferred term for serendipity in the context of information acquisition.FindingsA reconceptualized definition and scope of IE was presented, a temporal model of IE and a refined model of IE that integrates the IE process with contextual factors and extends previous models of IE to include additional information acquisition activities pre- and postencounter.Originality/valueBy providing a more precise definition, clearer scope and richer theoretical description of the nature of IE, there was hope to make the phenomenon of serendipity in the context of information acquisition more accessible, encouraging future research consistency and thereby promoting deeper, more unified theoretical development.

scholarly journals Consumer-dominant social marketing: a definition and explication

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas Boysen Anker ◽  
Ross Gordon ◽  
Nadia Zainuddin
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Behaviour ◽  
Methodological Approach ◽  
Active Role ◽  
Future Research ◽  
Primary Role ◽  
Consumer Empowerment ◽  
Content Type ◽  
The Impact

Purpose The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon. Design/methodology/approach This conceptual study offers an analysis informed by exemplars with significant representations of consumer-dominant pro-social behaviours and projects. The methodological approach is characterised as “envisioning conceptualisation”, which is explained in terms of MacInnis’ (2011) framework for conceptual approaches in marketing. Findings As a phenomenon, CDSM operationalises the following elements: power, agency, resources, value and responsibility. The authors demonstrate how these elements are interconnected and define their meaning, significance and implications in the context of social marketing and pro-social behaviour change. The authors also identify this new form of social marketing as existing on a continuum depending on the level of involvement or dominance of the consumer and of social marketers; at one end of this continuum, exclusive CDSM is entirely consumer-driven and does not engage with businesses or organisations, while on the other end, inclusive CDSM encompasses partnership with external stakeholders to achieve pro-social behaviour change. Research limitations/implications The existence of inclusive and exclusive CDSM points towards an intricate power balance between consumers, mainstream social marketers and businesses. While this study identifies and explains this substantial distinction, it is an important task for future research to systematise the relationship and explore the optimal balance between consumer activism and involvement of formalised organisations such as charities and businesses in pro-social behaviour change projects. Practical implications The study provides social marketing professionals with an understanding of the benefits of harnessing consumer empowerment to enhance the impact of social marketing interventions. Originality/value The study makes a theoretical contribution by introducing, defining and explicating consumer dominance as a substantive area of social marketing.

scholarly journals Discussion of citizen behavioural change using the nudge effect: a perspective based on social policy interventions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hiroko Oe ◽  
Yasuyuki Yamaoka
Keyword(s):  
Social Policy ◽  
Conceptual Framework ◽  
Behaviour Change ◽  
Information Dissemination ◽  
Behavioural Change ◽  
Policy Formation ◽  
Behavioural Economics ◽  
Policy Implications ◽  
Incentive Structure ◽  
Content Type

PurposeThis study aims to present a communication model for promoting value co-creation between citizens and policymakers and to draw out proposals on the rationale in implementing nudge effect as well as key policy implications. The paper also revisits the close relationship between information senders and receivers (citizens) from the perspective of “citizen behaviour change” and focuses on the nudge effect, which strengthens the communication skills of policymakers (information senders) and accelerates the behaviour change of citizens (i.e. the recipients of information). Based on the study, the authors propose a conceptual framework to explain the spontaneous incentive structure of citizens.Design/methodology/approachThis study uses a conceptual discussion based on a literature review. It examines the nudge effect on citizen behaviour based on information and communications models and theories. From critical discussions of literature, it proposes an analytical model that focuses on the nudge effect put forward in behavioural economics and takes into account the importance of measures to increase the sensitivity and empathy of the recipients of information.FindingsThe authors revisited the relationship between information senders and receivers from the perspective of citizen behavioural change and focus on the nudge effect, which strengthens the communication power of policymakers and accelerates the behavioural change of citizens (i.e. the recipients of information). According to the study, the authors propose a conceptual framework to explain citizens' spontaneous incentive structure. The dual perspective of policymakers and citizens should be central to the collaboration between citizens and policymakers to enhance the effectiveness of social policies, where the scope and type of value generated and the perspective of social value are essential.Research limitations/implicationsThis paper bridges the interdisciplinary research fields of behavioural economics and social policy. It is hoped that the model proposed in this paper will be an effective discussion framework for relevant researchers and practitioners when considering human resource training and system building related to information dissemination. In addition, it is hoped the model will be an effective tool for deepening discussions on topics that help to facilitate information transfer and communication within organisations.Practical implicationsThe realisation of policy intentions within the core elements of the social policy process, such as the definition of key objectives, policy mechanisms and legislation, are central elements of policy formation and are said to be highly similar across countries. The framework proposed in this study is a valid resource that can be applied in other countries and can be expected to act an effective guidepost for policy makers and other stakeholders engaged in social policy.Originality/valueUp to this point, in examinations of encouraging behavioural change in information recipients, attention has been focussed on the aspect of increasing the sender's ability to transmit information. Interventions, such as increasing the energy of the delivery, increasing the frequency and diversifying the media to make a strong impression on the receiver's consciousness, have been considered and implemented. However, this study suggests that, in addition to such efforts on the part of the sender, it is important to increase the sensitivity and affinity of the receiver to the message as preliminary preparation to receiving it.

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