Table of Contents

Social Marketing and Behaviour Change

Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.

Chapter 19: Multi-theory models summary

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

Subjects: business and management, marketing, politics and public policy, public policy


This part of the book has presented an eclectic mix of multi-theory models used in social marketing settings. It demonstrates the wide variety of approaches that are being used to address large seemingly intractable social problems. To a certain extent, this part of the book represents the discipline of social marketing in that its proponents adapt old models to new environments and discover new ways of dealing with long-standing concerns as a result. There are no silver bullets in social marketing but there is a vast array of ammunition to try when it comes to tackling social problems, as this part of the book attests. However, theories must be chosen based on assessing the problem at hand, as different problems require different solutions. The two case studies are examples of the use of multi-theory models in social marketing. In the first case study in Chapter 17, Howick presents a practice-based case study on how to get people to be active in Greenwich in the UK. This case study uses two main elements to engage the population. First, they used a multi-partner model including micro-and meso-level groupings of stakeholders with an aim to removing barriers to behaviours, similar to the behavioural infrastructure approach suggested in Part III. Second, they incorporated a number of theories in developing their message strategies.

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