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 22: ‘Buying’ or ‘consumer’ behaviour decision models summary

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


The definition of social marketing has changed over the years since its introduction. The assumption of the close association with commercial marketing was evidenced in one of the common definitions made popular by Andreasen. This included the terminology ‘the application of commercial marketing technologies’. Hence, it was understandable that many used commercial marketing consumer behaviour theories to ‘sell’ social marketing ideas. In the early stages many government agencies principally used marketing communications in the belief that this was ‘social marketing’. Much of this thinking has matured to produce the current definition and practice of social marketing that has been universally accepted and previously discussed in the introduction. This is not to underestimate the value of ‘consumer behaviour’ theories previously used and, when appropriate, of value in current use. For completeness we have included a vast arrange of theories that have previously been adopted and have potential for future use. Social marketers, like those using consumer behaviour theory, are trying to understand how individuals decide on the choices they make to guide their behaviours. In many cases researchers and practitioners will be required to evaluate how these theories can be adopted for their specific use and the discussion on each aims to provide the reader with information to guide this process.

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