Social Marketing and Behaviour Change
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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.
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Chapter 4: Case study: using the theory of planned behaviour to assess blood donation intentions amongst African migrants in Australia

Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M.N. Renzaho


It is widely acknowledged that individual differences exist with regard to whether people undertake health-related behaviours, some of which may be attributable to either demographic (e.g., age, gender, religion), socio-cultural (e.g., culture, ethnicity, socio-economic status) or social cognitive (e.g., motivation, self-efficacy, intention) variables (Armitage and Conner, 2000). While demographic and socio-cultural variables may assist in segmenting people, it has been identified that social cognitive determinants predicting health behaviour intentions transcend demographic segments (ibid.) and thus may be important to understand. The ‘theory of planned behaviour’ (TPB) is one psychological/social cognitive theory helping researchers to predict the determinants of health behaviour and has been applied in a range of contexts (Ajzen, 2012). TPB includes measures of attitudes, subjective norms, and perceived behavioural control (PBC)/self-efficacy, as predictors of behavioural intentions, and, in turn, individual behaviour (Ajzen and Madden, 1986; Ajzen, 1991, 2012). In their meta-analysis study of the TPB, Armitage and Conner (2001) provided support for the efficacy of TPB to predict intentions and behaviours across a range of contexts including business, education and health. The TPB has been extensively applied to blood donation (Holdershaw et al., 2011).

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