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Motivation & Social Marketing

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Practical applications of consumer behaviour theory for social change social marketing

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Motivation & Social Marketing

  1. 1. Practical applications of CB theory Motivation & Social Marketing
  2. 2. Social marketing <ul><li>“ 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” </li></ul><ul><ul><li>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 </li></ul></ul>
  3. 3. Where does CB come in? <ul><li>“ 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” </li></ul><ul><ul><li>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 </li></ul></ul>
  4. 4. Induce behavioral change <ul><li>Induce </li></ul><ul><li>deliberate use of influence and persuasion to move a target market towards a specific course of action </li></ul><ul><li>Behavior change </li></ul><ul><li>process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience . </li></ul>
  5. 5. How do we do it? Two theories in practice
  6. 6. Motivation Conflicts <ul><li>Approach-Avoidance Conflict: </li></ul><ul><ul><li>Exists when consumers desire a goal but wish to avoid it at the same time </li></ul></ul>Smoking. The gift that keeps giving.
  7. 7. Drinkwise
  8. 8. Values <ul><li>Enculturation: </li></ul><ul><ul><li>Process of learning the value systems of one’s own culture </li></ul></ul><ul><li>Acculturation: </li></ul><ul><ul><li>Process of learning the value system of another culture </li></ul></ul>
  9. 9. Questions

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