Social Marketing and Behaviour Change
Show Less

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 19: Multi-theory models summary

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


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.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.