Team SparkDecision Making Processes What barriers do you think your EL partners might encounter? How will your EL marketing plans utilize what you’ve learned about decision making processes?
Barriers Lack of understanding Doubting benefits Doubting personal ability Too much time, energy, effort Physical discomfort Concern for ‘side effects’ Cost Reduced pleasure or pride Lack of access Not a norm What will others think?
5-Stage Model Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
Benefits Safety Physical comfort Environmental Protection Growth & Development Employment Contribution to community Entertainment Self-esteem Self-Actualization Relationships
Behavior Change Theories Ecological Framework Stages of Change Model Health Belief Model Reasoned Action Social Norms Theory Diffusion of Innovations Doubting personal
Resources Kotler, P. & Keller, K. (2009). Marketing Management, 13th edition. New Jersey: Prentice Hall. Kotler, P. & Lee, N. (2009). Up and Out of Poverty: The Social Marketing Solution. New Jersey: Wharton.