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 23: Social change models in social marketing

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


In social marketing terms, social marketers are often seeking to develop durable (sustainable) social change. A closer examination of the social marketer’s role in social change is required. Social change is usually discussed in terms of an individual (Hirsch et al., 2007), political (Hadjimichalis and Hudson, 2007; Hall and Taplin, 2007; Shiffman, 2007), economic (Meagher, 2007; Seabrooke, 2007) or behavioural perspective (Stead et al., 2007b). Social marketing, on the other hand, may or may not be concerned with the broader concepts involved in social change. Depending on the author and the domain of knowledge, social marketing can be used to refer to a wide spectrum of processes and/or activities involved in establishing societal-level changes or individual changes. Andreasen (2006, p. 5) believes that ‘greater social welfare comes about only through individual behaviors’. In social marketing parlance it would appear that the term ‘social change’ is often used to refer to the societal-level outcomes of social marketing activities. However, social marketing may face difficulties in instigating such far-reaching consequences. An advocacy group utilizing social marketing for social change may only be effective if the group can appeal to the social values of society to gain support for the proposed changes (Wymer, 2004). The success of the social marketing may hinge on gaining this support from the wider community. There is a wide range of worldviews at work in the social change arena.

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