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Full Description
This thoroughly revised second edition of Social Marketing and Behaviour Change provides a comprehensive examination of behaviour change models, theories, approaches and tools as they have been applied to social marketing and other social change contexts.
Drawing on a global review of social marketing literature, this comprehensively updated edition is an essential reference and toolkit for academics and practitioners to design, manage, and evaluate social marketing and behaviour change intervention programs, strategies and campaigns. This second edition also introduces new chapters on macro-social marketing, capabilities, participatory, social, and systems and services models, as well as chapters on strategic planning, expanding the theoretical framework to reflect contemporary developments in this burgeoning field.
This book is beneficial for scholars and students of business and management, communication, marketing and social psychology. It serves as an essential guide for academics and practitioners, providing actionable advice across the fields of health promotion, environmental communication and public policy.
Contents
Contents
Preface x
Introduction: Theories and their uses in social marketing 1
1 Rational and economic models (cognitive models) 17
Case study: Using the Elaboration Likelihood Model to
promote anti-littering behaviour in Vietnam: Green Turtle Hero xxx
Nhat Tram Phan-Le, Nhan Nguyen, Linda Brennan and
Lukas Parker
2 Behavioural models (conative models) 45
Case study: Health behaviour change using Health Action
Process Approach (HAPA) xxx
Joy Parkinson, Nicole McDonald, Stephanie Moriarty,
Haruka Fujihira, Debra Anderson, Charrlotte Seib, Tom
Hannon and Kyra Hamilton
3 Emotional models (affective models) 79
Case study: Blurred Minds - immersing students to change
the way adolescents think about alcohol, vaping, and drugs xxx
Nhat Tram Phan-Le and Sharyn Rundle-Thiele
4 Multi-theory models 136
Case study: Co-designing with adolescents to create delicious
meals from leftover ingredients xxx
Eva L Jenkins, Linda Brennan and Tracy A McCaffrey
5 Macro-social change models in social marketing 164
Case study: Partnering for change: the importance of
stakeholder collaboration to reduce household food waste xxx
Eva L Jenkins, Linda Brennan and Lukas Parker
6 Consumer behaviour theories 218
Case study: Using VR to enable individuals and communities
to take actions that save their lives during bush fire - a Very
Real Experience xxx
Nhat Tram Phan-Le, Lynn Poole and Linda Brennan
7 Capabilities models 282
Case study: A mixed-methods application of the COM-B Model xxx
Taylor Willmott
8 Participatory models 325
Case study: Working cooperatively with men - co-design to
empower and enhance accountability xxx
Glen Donnar, Lukas Parker, Linda Brennan and John Dingeldei
9 Social models 357
Case study: Social conformity and preventive behaviours
during the COVID-19 pandemic: a case study from Australia xxx
Joan Carlini and Marie-Louise Fry
10 Systems and services models 402
Case study: Healthy Eats - a socio-ecological approach to
increasing fruit and vegetable consumption among primary
school children xxx
Sebastian Isbanner, Julia Carins and Sharyn Rundle-Thiele
11 Strategic planning models 440
12 Social marketing and behaviour change: where to from here? 478
Appendix 483
