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 11: Emotional models (affective models) summary

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


This part of the book has reviewed the main affective models used as a foundation in behaviour change interventions in social marketing. The use of interventions that focus on emotions can be particularly effective in circumstances where individuals may not have the time, desire or the means to deliberate over behavioural alternatives or outcomes. Moreover, the affective elements may include emotions, values, beliefs and subjective norms. Some behaviour change models place emotion (affect) alongside attitude and social factors in having a role on influencing intention and therefore behaviour. The theoretical underpinning of the models investigated in this part are based on the assumption that humans will try to maximize the net balance of positive to negative emotions – for instance, fear reduction or increased happiness. Affective factors have been noted in some research to be a poor predictor of positive behaviour change. However, this may be partly attributed to the exclusion of this factor in many studies in favour of rational factors.

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