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.