Assessing Resistance to Social Marketing Programs
When the principles of commercial marketing were introduced to social change management in 1970s the concept of social marketing emerged. Since then, the success/failure of social marketing programs has been debated. That success should not be based solely on awareness and attitude shift assessment but on behavior change, has increasing academic and practitioner acceptance. Though behavior is the final objective of social programs, tools to diagnose and to direct behavior change strategies are few. Rothschild (1999) proposed a diagnostic framework based on motivation, opportunity and ability and argued that change strategies can be based on education programs, regulation and incentives. This paper accepts the logic of Rothschild’s approach but argues that his framework needs refining and extending. An argument for the refinement of Rothschild’s and a diagnostics/strategic framework drawn from the diffusion of innovations theory that extends Rothschild’s framework is presented.
Citation:
Margaret Craig-Lees (2007) ,"Assessing Resistance to Social Marketing Programs", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 487-490.
Authors
Margaret Craig-Lees, AUT University, New Zealand
Volume
E - European Advances in Consumer Research Volume 8 | 2007
Share Proceeding
Featured papers
See MoreFeatured
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
Featured
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Featured
Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA