scholarly journals “FORMATIVE RESEARCH” FOR SYSTEMATIC BEHAVIOR CHANGE PROGRAM DESIGN

2020 ◽  
Author(s):  
Laxman Kharal
Keyword(s):  
Behavioral Economics ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Stages Of Change ◽  
Formative Research ◽  
Hand Washing ◽  
Qualitative Assessment ◽  
Baseline Survey ◽  
User Centered Design ◽  
Behavioral Determinants

We carried out a formative research for developing a structured hand-washing promotion in three municipalities of Bardiya district of Nepal. The research comprised of baseline survey in randomly selected 600 households along with survey on behavioral factors of RANAS (risks, attitude, norm, ability, and self-efficacy) and qualitative assessment of behavioral determinants of barriers and benefits among the doers and non-doers of hand-washing. The survey, assessment and subsequent intervention design were guided by different aspects we found relevant from the following theories and framework: (i) stages of change; (ii) diffusion of innovation; (iii) user centered design; (iv) social marketing; and (v) behavioral economics. The following have been identified among others to be considered while developing the promotion program in close consultation with the target audience: (a) to work on Attitude and Norm (shown by RANAS survey); (b) emphasize hand washing after cleaning child’s bottom and before feeding a child (shown by baseline survey); (c) promote hand-washing stations (as 92% now wash their hands at the tube wells only); (d) target reducing perceived barriers and increasing perceived benefits (from social marketing), nudging (a concept from behavioral economics) where possible; and (e) work with innovators and early adopters first (from diffusion of innovation). A two pager guide with objectives, overall strategy (including for communication) and activities has also been prepared for piloting and further adjusting the strategy before scaling it in a larger area mobilizing a wider stakeholders (such as municipalities, health-posts and schools) and using mass communications and broader distribution channels.

Applying Behavioral Theories to a Social Marketing Campaign

2007 ◽  
Vol 13 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Jami L. Fraze ◽  
Maria Rivera-Trudeau ◽  
Laura McElroy
Keyword(s):  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Hiv Transmission ◽  
Social Marketing Campaign ◽  
Prevention Messages ◽  
Behavioral Theories ◽  
The Social ◽  
Innovation Model

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

The Science of Goal Setting

2012 ◽  
Vol 19 (1) ◽  
pp. 13-25 ◽  
Author(s):  
Daniel Hayden ◽  
Fangzhou Deng
Keyword(s):  
Goal Setting ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Collective Behavior ◽  
Great Influence ◽  
Environmental Conservation ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Marketing Campaigns ◽  
The Impact

Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.

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.

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.

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