Transcript Social marketing

Chapter 8
Social Marketing
Defined
Relations to Public Information and Marketing
Theories of Social Marketing
Sponsors of Social Marketing
Social Marketing Defined
• “the application of commercial marketing
technologies to the analysis, planning,
execution, and evaluation of programs
designed to influence the voluntary behavior
of target audiences in order to improve their
personal welfare and that of the society of
which they are a part” (Andreasen, 2003, p.
296).
Key Characteristics
• Application of marketing principles to social
concerns.
• Emphasis on changing behaviors.
• Changes must be voluntary.
• Focus on improving people’s lives and helping
society.
Behavior Emphasis
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Accepting a behavior.
Rejecting a behavior.
Modifying a behavior.
Maintaining a behavior.
Ending a behavior.
Three Related Concepts
1. Education campaigns that use information to
change attitudes, often called public
information.
2. Social marketing efforts that create behavior
change.
3. Legislative behavior that is mandated.
Legislative Behavior
• Forces change, clear difference from other
two.
• Examples are laws requiring seatbelt or
motorcycle helmet use.
Education and Social Marketing
• Distinction is not always clear.
• Information can lead to behavior change.
• Salmon (1989) notes both involve planned
change.
Public Information
• Public information is a misnomer.
• Campaigns seek change not just to create
awareness or to inform.
• Information is strategically used to influence
behaviors.
Public Information
• A message shows a bloody scene of an
automobile accident and information on how
a seatbelt saves lives.
• What conclusion would you draw from the
message?
• Information is used to control how people
think and act (Rakow, 1989).
PSA
• Public service announcement or PSA is
anoncommercial message designed to benefit
society by promoting a desirable behavior or a
specific public interest.
• Commonly used in public information efforts.
McGuire’s Model for Persuasion.
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Aware of information.
Change of attitude.
Remember message.
Engage in desired behavior.
Differences?
• Only shades of differences between education
and social marketing.
• Matter of overt emphasis on information or
behavior.
• Reasonable to include both in the same
discussion.
Pro-social Bias
• Produce social change that makes society a
better place.
• The target audience is better off than before
the communicative effort.
Bernays and Smoking
• Edward Bernays contributed to increasing
smoking among women.
• Did not create need, simply amplified it
through public relations.
• Bernays felt remorse and later engaged in
anti-smoking efforts.
Development of Social Marketing
• Target audience.
Segmentation
• Identify the specific target—who is to receive
the message.
• Common segmentation factors include
lifestyles, values, and behaviors.
Four P’s of Marketing
1.
2.
3.
4.
Product
Price
Place
Promotion
Translated to Social Marketing
• Product would be the benefits associated with
the desired behavior.
• Price can be the effort or the financial costs
associated with the behavior, such as buying
condoms.
Translated to Social Marketing
• Place is the action outlet. An action outlet is the
location that the target audience will enact the
behavior, collect necessary items, and receive
training, if necessary (Grier & Bryant, 2005).
• Promotion refers to the various channels used to
deliver the social marketing messages including
advertisements, PSAs, print materials, web sites,
special events, and interpersonal communication.
Social Marketing and PR
• Early public relations research frequently
examined public information campaigns that
would now be called social marketing
(Salmon, 1989).
• Public relations is more than promotion; it
shares a mindset and methodologies with
marketing, and by extension, social marketing.
Complexity of Social Marketing
• Social marketing moves beyond the simplistic
thinking of only using a PSA, often untested,
to a mix of principles and theories for creating
messages and methods of delivering those
messages.
“This is your brain on drugs”
• Assumed to be effective.
• Wide exposure and became a part of popular
culture.
• Awareness and comprehension positive.
• Ultimately failure, did not create behavior
change.
Five-Step Process for Social Marketing
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3.
4.
5.
Scanning
Formative research
Program development
Implemenation
Evaluation
Theories Related to Social Marketing
• Theory of Planned Behavior (TOB).
• Extended Parallel Process Model.
• Transtheoretical Model of Behavior Change.
Theory of Planned Behavior
• Extension of the theory of reasoned action
(TRA).
• TRA noted influence of subjective norms on
behaviors.
• Subjective norm is composed of how those
important to the target view the behavior.
• Targets attitude may be favorable but
behavior does not change because subjective
norm opposes the behavior.
Theory of Planned Behavior
• TPB adds perceived behavioral control (PBC).
• PBC is the degree of difficulty or ease of
performing a behavior.
• PBC is strongly associated with self-efficacy, a
person’s belief that she or he can perform a
behavior.
PBC
• Perceptions of resources and obstacles shape
a person’s PBC.
• Resources facilitate the desired behavior.
• Obstacles block a desired behavior.
Extended Parallel Process Model
• Emphasis on fear appeals.
• Fear appeal warns people that bad things will
happen if they do not engage in the desired
behavior.
• A fear appeal needs a threat, something bad
will happen, and a recommended response
that will help to avoid the threat.
Extended Parallel Process Model
• A threat triggers cognitive appraisal, we think
about the fear and its related behaviors.
• Two responses to cognitive appraisal:
– Fear control
– Danger control
Fear Control
• People try to control the fear by such
measures as avoiding the fear.
• Not the response social marketing wants.
Danger Control
• People seek to alleviate the danger.
• People engage in behaviors designed to
reduce the threat.
• This is the response social marketing wants.
Evaluations
• Message triggers evaluation of
– threat
– efficacy
• Appraisal of these two factors will shape if the
person responds with the fear process or
control process.
Threat Evaluation
• Threat appraised for perceived susceptibility
and perceived severity.
• Perceived susceptibility determines if the
threat can affect them.
• Perceived severity is the amount of danger the
threat possesses.
Threat Evaluation
• People are motivated to act when the
threat can affect them and/or is serious.
• If people are motivated, they then assess
the efficacy of the recommended response.
Efficacy Evaluation
• People assess response efficacy and selfefficacy.
• Response efficacy determines whether or not
people believe the recommended response
will actually avoid the threat.
• Self-efficacy is whether or not the people
believe they can enact the recommended
response.
Results of Evaluations
• If the people do not believe a recommended
response will work, they will not follow the
advice.
• When response efficacy and self-efficacy are
high, people try to enact the recommended
response (danger control). If either or both
are low, people will try to control the risk
through denial or avoidance (fear control)
(Witte et al., 2001).
Transtheoretical Model of Behavior Change
(TTM)
• Behavior change occurs over time.
• Behavior change is a process.
Five Stages
1. Precontemplation stage: the person has no intention of
changing behaviors in the near future (typically in the next
six months).
2. Contemplation: the person thinks about making a change
in the next six months.
3. Preparation: a person is planning a behavior change in the
next months but may not know how to successfully create
the desired change.
4. Action: a person takes action designed to make changes.
5. Maintenance: a person works to prevent a relapse and
keep the gains she or he has made (Prochaska & Velicer,
1997).
Ten Processes
1. Consciousness raising: people need to understand the
negative consequences of a behavior and the benefits
of a change.
2. Dramatic relief: people must experience the emotions
and feelings associated with the problem behavior.
3. Self-reevaluation: people assess their self-image with
and without the problem behavior.
4. Environmental reevaluation: people assess how the
presence or absence of the problem behavior affects
their social environment.
5. Self-liberation: people decide they can change and
commit to the change.
Ten Processes
6. Social liberation: people must increase the opportunity for
non-problem behaviors.
7. Counterconditioning: people must learn to substitute a
healthy behavior for the problem behavior.
8. Stimulus control: people attempt to remove stimuli
connected to the problem behavior and replace them
with cues for the healthy behavior.
9. Provides consequences for engaging in or avoiding the
problem behavior.
10. Helping relationships: others support people’s attempts to
change (Patten, Vollman, & Thurston, 2000).
Sponsors of Social Marketing
• Government and Private Voluntary
Organization (PVOs) typical sponsors.
• Most social marketing messages are delivered
free of charge.
• Ad Council active in the U.S. with social
marketing efforts.
Sponsors of Social Marketing
• Corporations may pay to develop their own
social marketing efforts.
• Alcohol and tobacco are common sponsors.
Reflection Points
• Why do some corporations create their own
social marketing efforts?
• Why is it important to ask who benefits from
the social marketing effort?
• What does it mean to say social change is
value laden?
Reflection Points
• Who gets marginalized in social marketing and
why does that matter?
• What does it mean to say social problems are
framed and why does that matter?
• Why does it matter who creates the social
marketing messages?
Reflection Points
• How would it help to have the targets involved
in creating the social marketing messages?
• What is the benefit of extending social
marketing to structural changes?
• What does it mean to have competition in
social marketing and why does that matter?