Respecifying the Social Marketing Model for Unique Populations

1996 ◽  
Vol 3 (1) ◽  
pp. 44-52 ◽  
Author(s):  
Gary Meyer ◽  
James W. Dearing
Keyword(s):  
Interpersonal Communication ◽  
San Francisco ◽  
Social Marketing ◽  
Formative Evaluation ◽  
Economies Of Scale ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Environmental Mapping ◽  
Marketing Model ◽  
Large Audience

Social marketing strategies are deployed in social change campaigns around the world. Yet the usefulness of social marketing strategies to affect behavior change among unique population members is not well known. Social marketing is efficient and cost-effective when a campaign targets a sufficiently large audience so as to achieve economies of scale. Unique population groups, however, typically consist of few members. How can efficiency be achieved with small target audiences? To solve this conundrum we suggest that certain social marketing strategies (environmental mapping, formative evaluation, interpersonal communication channels, and the nonmonetary costs of adoption) should be emphasized, and others (program management and target audience segmentation) deemphasized, in program design. We use examples drawn from a recent study of HIV prevention programs in San Francisco to illustrate this point.

Demographic and Psychographic Antecedents of Community Participation: Applying a Social Marketing Model

2003 ◽  
Vol 9 (2) ◽  
pp. 17-31 ◽  
Author(s):  
Mohan J. Dutta-Bergman
Keyword(s):  
Collective Action ◽  
Health Communication ◽  
Community Participation ◽  
Recent Work ◽  
Social Marketing ◽  
Marketing Strategies ◽  
Marketing Model ◽  
Trait Level ◽  
Level Variable

Community participation has received a great deal of attention in recent work on political and health communication. Reflective of the extent of collective action in a community, community participation has typically been treated as a macro-level variable. Building on recent research that points out the role of trait-level variables in the production of community participation, this article serves two different purposes. First, based on the notion of a web of congruent activities, interests, and opinions, it proposes a series of psychographic variables in the context of their relationship with community participation. Second, it proposes the use of demographic and psychographic variables to strategically target highly engaged individuals and communities as sites for interventions and social marketing strategies to increase the participation in less involved communities.

scholarly journals Diversity minimization through part combination – a Portuguese railway infrastructure case study

2020 ◽  
Vol 7 (1) ◽  
pp. 86-94
Author(s):  
Diogo Rechena ◽  
Luís Sousa ◽  
Virgínia Infante ◽  
Elsa Henriques
Keyword(s):  
Economies Of Scale ◽  
Product Family ◽  
Cost Effective ◽  
Added Value ◽  
Small Scale ◽  
Railway Infrastructure ◽  
Sustainable Services ◽  
Market Needs ◽  
Design Diversity ◽  
Requirement Changes

Abstract With increasing market needs for product and service variety, companies struggle to provide diversity in cost-effective ways. Through standardization of components with a low perceived added value, companies can take advantage of economies of scale while maintaining product diversity. Railway infrastructure managers face similar challenges of providing economically sustainable services while dealing with the costs of maintaining the system diversity. Typically, unintended design diversity stems from design practices in which existing solutions are not reused for new problems and new solutions are rarely planned considering the dynamics of requirement changes. In this paper we provide a methodology to assess how to standardize different designs to minimize design diversity and to assess design divergence in a product family. The developed methodology is able to take into account any set of standardization compatibility constraints that the user can define. The methodology was applied in the context of a small-scale railway infrastructure manager using a dataset of 223 unique designs of functionally similar components from its electrification system. Depending on the activated compatibility constraints, results indicate that over 60% of components can be reduced to a set of 86 unique designs.

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.

The 5-4-3-2-1 Go! Intervention: Social Marketing Strategies for Nutrition

2007 ◽  
Vol 39 (2) ◽  
pp. S55-S59 ◽  
Author(s):  
W. Douglas Evans ◽  
Jonathan Necheles ◽  
Matt Longjohn ◽  
Katherine Kaufer Christoffel
Keyword(s):  
Social Marketing ◽  
Marketing Strategies

A social marketing model for disseminating research-based treatments to addictions treatment providers

Addiction ◽  
1998 ◽  
Vol 93 (11) ◽  
pp. 1703-1715 ◽  
Author(s):  
G. W. Martin ◽  
M. A. Herie ◽  
B. J. Turner ◽  
J. A. Cunningham
Keyword(s):  
Social Marketing ◽  
Treatment Providers ◽  
Marketing Model ◽  
Addictions Treatment

scholarly journals The Effect of Social Marketing Model on Promoting Nutrition Literacy and Healthy Dietary Behaviors of Women in Sanandaj City: A Mixed-Methods Approach

Health Scope ◽  
2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Nasrin Abdi ◽  
Roya Sadeghi ◽  
Fereshteh Zamani-Alavijeh ◽  
Davood Shojaee Zadeh ◽  
Siroos Shahsavari ◽  
...  
Keyword(s):  
Mixed Methods ◽  
Social Marketing ◽  
Dietary Behaviors ◽  
Mixed Methods Approach ◽  
Marketing Model

Flexitarianism and Social Marketing

2018 ◽  
pp. 105-120 ◽  
Author(s):  
Hans Dagevos ◽  
Machiel J. Reinders
Keyword(s):  
Social Marketing ◽  
Consumer Culture ◽  
Field Experiments ◽  
Food System ◽  
Meat Consumption ◽  
Marketing Strategies ◽  
Behavioural Interventions ◽  
Eating Meat ◽  
Mind Set ◽  
Sustainable Transition

Society increasingly expresses concerns about the meat-centred food system, there is an increasing choice of plant-based meat substitutes and a growing amount of food consumers abstain from eating meat for several days per week (i.e., flexitarianism). However, consumers differ in their engagement regarding meat consumption moderation, leading to different transition routes of reducing meat consumption. Social marketing strategies are relevant when it comes to this transition and can be divided along a spectrum from light (“education”) to heavy (“law”). In the middle of this spectrum, nudging may be typified as aiming to unconsciously change behaviour by intervening in the context of consumption. This chapter presents two field experiments showing how these unconscious behavioural interventions could offer opportunities to effectively reduce meat consumption. Despite the promising contributions of these nudging interventions, a sustainable transition towards less meat consumption also requires changes in both prevalent consumers' mind-set and consumer culture.

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