CBE: A Framework to Guide the Application of Marketing to Behavior Change

2021 ◽  
pp. 152450042110216
Author(s):  
Sharyn Rundle-Thiele ◽  
Timo Dietrich ◽  
Julia Carins
Keyword(s):  
Behavior Change ◽  
Program Development ◽  
Social Marketing ◽  
Customer Orientation ◽  
Behavioral Science ◽  
Linear Process ◽  
Implementation Phase ◽  
Or Practice ◽  
Marketing Activities ◽  
First Time

Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.

Social engineering and social marketing: why is one “good” and the other “bad”?

2014 ◽  
Vol 4 (3) ◽  
pp. 198-209 ◽  
Author(s):  
Ann-Marie Kennedy ◽  
Andrew Parsons
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Social Engineering ◽  
Historical Thinking ◽  
Content Type ◽  
The Social ◽  
Values And Beliefs ◽  
Marketing Activities ◽  
First Time ◽  
Social Engineer

Purpose – The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social engineering. Design/methodology/approach – Through examination of contemporary and historical thinking around social marketing, we present a conceptual argument that social marketing is another tool of the social engineer, and that social engineering, through methods such as social marketing, is pervasive throughout all societies in positive ways. Findings – We develop a conceptual model of social engineering and social marketing, which goes beyond behaviour change to incorporate the essentials of society and the influencers of those essentials. In doing so, we show that social marketing influenced behaviour lies within the social engineering influenced laws, codes and norms of society, which in turn lie within the morals, values and beliefs of society. Originality/value – This article provides for the first time a conceptual grounding of social marketing within social engineering, enabling academics and practitioners to contextualise social marketing activities in a broader societal framework.

scholarly journals Midstream Players Determine Population-Level Behavior Change: Social Marketing Research to Increase Demand for Lead-Free Components in Pitcher Pumps in Madagascar

2021 ◽  
Vol 18 (14) ◽  
pp. 7297
Author(s):  
Mahmooda Khaliq ◽  
Silvia Sommariva ◽  
Adaline M. Buerck ◽  
Rinah Rakotondrazaka ◽  
Lova Rakotoarisoa ◽  
...  
Keyword(s):  
Behavior Change ◽  
Social Marketing ◽  
Behavioral Science ◽  
Knowledge Exchange ◽  
Marketing Research ◽  
Population Level ◽  
Cross Sectional ◽  
Marketing Process ◽  
Sanitation And Hygiene ◽  
The Social

Lead (Pb) exposure through water contamination is an important issue at the intersection of public health and water, sanitation, and hygiene (WASH). Behavior-change programs designed to address this pressing problem rarely take a behavioral-science-informed approach, nor do they consider the role of intermediate players who often influence and support behavior change. Social marketing segments the population and focuses on the consumer/user throughout program development and implementation. To illustrate the social marketing process, this cross-sectional, qualitative design study investigates the use of Pb in the construction and maintenance of household pitcher pumps for potable water in Madagascar. A sample of 18 technicians were interviewed on their current practices, motivators, barriers, and communication channels for knowledge exchange. The results reveal the importance of peers, those considered experts or “market mavens”, and the need for information on the dangers of Pb as an outdated practice for any future intervention. This study advances the notion of a design shift within engineering WASH projects, whereby social/behavioral approaches are used to consider the needs, concerns, and current behaviors of the consumer. We also advocate for engaging intermediate players who often influence behavior change in the rollout of an engineering innovation.

Marketing For Sustainability: A Conceptual Framework

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Dr.Pankaj Jain
Keyword(s):  
Social Marketing ◽  
Business Processes ◽  
Green Marketing ◽  
Marketing Social ◽  
Marketing Systems ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
The Mind ◽  
Marketing Principles

This paper is an attempt to put forward a roadmap to attain sustainable marketing through social marketing, green marketing and critical marketing. Social Marketing is an approach to decide the marketing strategies and activities keeping society’s long term welfare in the mind. Social and ethical concerns are at the centre of social marketing. Green Marketing is an approach to develop and market environmentally safer products and services in and introducing sustainability efforts in various marketing and business processes. At last, Critical Marketing is an approach that calls for analyzing marketing principles, techniques and theory using a critical theory based approach. This approach helps in regulating and controlling marketing activities with a focus on sustainability as it challenges and questions the existing capitalist and marketing systems so as to achieve a more sustainable marketing system.

scholarly journals Artificial Intelligence and Behavioral Science Through the Looking Glass: Challenges for Real-World Application

2020 ◽  
Vol 54 (12) ◽  
pp. 942-947
Author(s):  
Pol Mac Aonghusa ◽  
Susan Michie
Keyword(s):  
Climate Change ◽  
Artificial Intelligence ◽  
Machine Learning ◽  
Behavior Change ◽  
Behavioral Science ◽  
Lessons Learned ◽  
Learning Approaches ◽  
Intervention Evaluation ◽  
Research Activities ◽  
Behavior Change Interventions

Abstract Background Artificial Intelligence (AI) is transforming the process of scientific research. AI, coupled with availability of large datasets and increasing computational power, is accelerating progress in areas such as genetics, climate change and astronomy [NeurIPS 2019 Workshop Tackling Climate Change with Machine Learning, Vancouver, Canada; Hausen R, Robertson BE. Morpheus: A deep learning framework for the pixel-level analysis of astronomical image data. Astrophys J Suppl Ser. 2020;248:20; Dias R, Torkamani A. AI in clinical and genomic diagnostics. Genome Med. 2019;11:70.]. The application of AI in behavioral science is still in its infancy and realizing the promise of AI requires adapting current practices. Purposes By using AI to synthesize and interpret behavior change intervention evaluation report findings at a scale beyond human capability, the HBCP seeks to improve the efficiency and effectiveness of research activities. We explore challenges facing AI adoption in behavioral science through the lens of lessons learned during the Human Behaviour-Change Project (HBCP). Methods The project used an iterative cycle of development and testing of AI algorithms. Using a corpus of published research reports of randomized controlled trials of behavioral interventions, behavioral science experts annotated occurrences of interventions and outcomes. AI algorithms were trained to recognize natural language patterns associated with interventions and outcomes from the expert human annotations. Once trained, the AI algorithms were used to predict outcomes for interventions that were checked by behavioral scientists. Results Intervention reports contain many items of information needing to be extracted and these are expressed in hugely variable and idiosyncratic language used in research reports to convey information makes developing algorithms to extract all the information with near perfect accuracy impractical. However, statistical matching algorithms combined with advanced machine learning approaches created reasonably accurate outcome predictions from incomplete data. Conclusions AI holds promise for achieving the goal of predicting outcomes of behavior change interventions, based on information that is automatically extracted from intervention evaluation reports. This information can be used to train knowledge systems using machine learning and reasoning algorithms.

A Scoping Review of Behavior Change Interventions to Decrease Health Care Disparities for Patients With Disabilities in a Primary Care Setting: Can Social Marketing Play a Role?

2021 ◽  
Vol 27 (1) ◽  
pp. 48-63
Author(s):  
Angela Makris ◽  
Mahmooda Khaliq ◽  
Elizabeth Perkins
Keyword(s):  
Primary Care ◽  
Health Care ◽  
Behavior Change ◽  
Social Marketing ◽  
Health Care Disparities ◽  
Social Model ◽  
Care Providers ◽  
Social Model Of Disability ◽  
Behavior Change Interventions ◽  
The Social

Background: One in four Americans have a disability but remain an overlooked minority population at risk for health care disparities. Adults with disabilities can be high users of primary care but often face unmet needs and poor-quality care. Providers lack training, knowledge and have biased practices and behaviors toward people with disabilities (PWD); which ultimately undermines their quality of care. Focus of the Article: The aim is to identify behavior change interventions for decreasing health care disparities for people with disabilities in a healthcare setting, determine whether those interventions used key features of social marketing and identify gaps in research and practice. Research Question: To what extent has the social marketing framework been used to improve health care for PWD by influencing the behavior of health care providers in a primary health care setting? Program Design/Approach: Scoping Review. Importance to the Social Marketing Field: Social marketing has a long and robust history in health education and public health promotion, yet limited work has been done in the disabilities sector. The social marketing framework encompasses the appropriate features to aligned with the core principles of the social model of disability, which espouses that the barriers for PWD lie within society and not within the individual. Incorporating elements of the social model of disability into the social marketing framework could foster a better understanding of the separation of impairment and disability in the healthcare sector and open a new area of research for the field. Results: Four articles were found that target primary care providers. Overall, the studies aimed to increase knowledge, mostly for clinically practices and processes, not clinical behavior change. None were designed to capture if initial knowledge gains led to changes in behavior toward PWD. Recommendations: The lack of published research provides an opportunity to investigate both the applicability and efficacy of social marketing in reducing health care disparities for PWD in a primary care setting. Integrating the social model of disability into the social marketing framework may be an avenue to inform future interventions aimed to increase health equity and inclusiveness through behavior change interventions at a systems level.

scholarly journals Golden Moves

2013 ◽  
Vol 19 (4) ◽  
pp. 230-241 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
Mustafa Ebrahimjee
Keyword(s):  
Physical Activity ◽  
Behavior Change ◽  
Nonprofit Organizations ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Perceived Barriers ◽  
Theory Approach ◽  
The United Kingdom ◽  
Activity Program ◽  
Grounded Theory Approach

Social marketing is increasingly being used by public and nonprofit organizations to deliver behavior change objectives. Drawing on the example of physical activity for the over 65s, we show how social marketing techniques can deliver a physical activity program for a priority group that has so far received little attention. In this study, conducted in the United Kingdom, we use a grounded theory approach to understand motivational factors and perceived barriers and to determine the types of messages and message channels that could be used for a potential social marketing–based intervention. We show how the findings of this pilot study can be used to develop such an intervention, and present a modeled intervention, based on the transtheoretical model of behavior change.

Training commercial energy users in behavior change: A case study

2020 ◽  
Author(s):  
Sea Rotmann ◽  
Beth Karlin
Keyword(s):  
Behavior Change ◽  
Behavioral Interventions ◽  
Professional Training ◽  
Energy Use ◽  
Behavioral Science ◽  
Research Process ◽  
Commercial Sector ◽  
Great Opportunity ◽  
Behavior Change Interventions ◽  
Commercial Energy

Within the commercial sector, energy managers and building operators have a large impact over their organizations’ energy use. However, they mostly focus on technology solutions and retrofits, rather than human or corporate behaviors, and how to change them. This gap in targeted commercial sector research and behavioral interventions provides a great opportunity which is currently not being addressed. This paper presents a field research pilot where an empirical behavior change research process was applied and taught to commercial energy users in Ontario, Canada. This course served to fill an identified market gap and to improve commercial energy managers’ literacy in behavioral science theory and techniques. A needs assessment identified a clear gap in behavioral training for energy managers, and high interest in the course further proved out the market opportunity for professional training on how to design, implement and evaluate behavior change interventions. Evaluation results identified positive feedback in terms of course reaction, self-reported learning and behavioral outcomes, and tangible results when course participants returned to work to apply their learnings. Evaluation results suggest that such training fills a vital gap in the current Strategic Energy Management (SEM) landscape, and could unlock significant savings in the commercial energy sector.

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