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Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
Motivation & Social Marketing
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Motivation & Social Marketing

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Practical applications of consumer behaviour theory for social change social marketing

Practical applications of consumer behaviour theory for social change social marketing

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  • 1. Practical applications of CB theory Motivation & Social Marketing
  • 2. Social marketing
    • “ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”
      • Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013
  • 3. Where does CB come in?
    • “ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”
      • Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013
  • 4. Induce behavioral change
    • Induce
    • deliberate use of influence and persuasion to move a target market towards a specific course of action
    • Behavior change
    • process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience .
  • 5. How do we do it? Two theories in practice
  • 6. Motivation Conflicts
    • Approach-Avoidance Conflict:
      • Exists when consumers desire a goal but wish to avoid it at the same time
    Smoking. The gift that keeps giving.
  • 7. Drinkwise
  • 8. Values
    • Enculturation:
      • Process of learning the value systems of one’s own culture
    • Acculturation:
      • Process of learning the value system of another culture
  • 9. Questions

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