Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

Acknowledgments

The scaffolding for the ideas, methods, and themes of this book has grown out of my many experiences across a variety of settings in which I have been able to think about, talk about, and apply marketing to a diversity of health and social issues. My own academic training is the bedrock for this approach. It includes being introduced at an early age to applied behavior analysis by my aunt, Adrienne Lefebvre, as I spent time with her as a teacher’s aide in her school for exceptional children in New Jersey. The resulting understanding of stimuli, responses, and consequences—and the power of reinforcement contingencies—set the foundation for my approach, which focuses on behavior as an important outcome for social marketing and all ...