Practical applications of CB theory Motivation & Social Marketing

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

“ 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

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

“ 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

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 .

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 .

How do we do it? Two theories in practice

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.

Approach-Avoidance Conflict:

Exists when consumers desire a goal but wish to avoid it at the same time

Drinkwise

Values Enculturation: Process of learning the value systems of one’s own culture Acculturation: Process of learning the value system of another culture

Enculturation:

Process of learning the value systems of one’s own culture

Acculturation:

Process of learning the value system of another culture

Questions