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 16: Multi-theory models

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


This chapter provides an overview of the models used in social marketing that have interdisciplinary roots. The research traditions underpinning this chapter are psychology, sociology, anthropology and social psychology. Sometimes there are multiple paradigms at work and this can lead to quite complex relationships between the variety of concepts under consideration. The models in this chapter are presented in order to allow the reader to understand how theories can evolve over time and through the interplay between interdisciplinary ideas. There are a number of theories that do not clearly fit within any paradigm and that use multiple theoretical frameworks. Some are based on earlier models (such as the ‘theory of reasoned action’ or ‘theory of planned behaviour’) with adaptations for different environments. Others include multiple theories and are therefore included in this category. A caution for researchers in this area – some of these models are borrowed from multiple disciplines without due validation in the social marketing domain (see Brennan et al., 2011 for a discussion on validation in social marketing). Another caution is that some multi-theory models are simply combinations of other single-theory models and may not be stable (reliable or valid) in the given context. From a rigorous research methods perspective, pluralism can be an issue that may confound results when it comes to research.

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