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Social Marketing and Behaviour Change

Book Description

With a concise, yet comprehensive overview of the topic, Social Marketing and Behaviour Change features a review and analysis of the most validated models of behaviour change, using case studies to illustrate these models in practice. Divided into nine sections, the authors and contributors of this unique book discuss in detail the functions of various models including: cognitive, conative, affective, social-cultural and multi-theory – along with consumer behaviour decision and social change models. This visual and comprehensible multi-disciplinary book is accessible to professionals in a wide range of fields. In particular researchers and students in the field of social marketing will find the book an invaluable resource.

Table of Contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. 1  Introduction
  7. PART I  THEORIES AND THEIR USES IN SOCIAL MARKETING
  8. 2  Theories and their uses in social marketing
  9. PART II  RATIONAL ECONOMIC MODELS (COGNITIVE MODELS)
  10. 3  Rational economic models (cognitive models)
  11. 4  Case study: using the theory of planned behaviour to assess blood donation intentions amongst African migrants in Australia
  12. 5  Rational economic models (cognitive models) summary
  13. PART III  BEHAVIOURAL MODELS (CONATIVE MODELS)
  14. 6  Behavioural models (conative models)
  15. 7  Case study: using social cognitive theory and social support coping theory to improve breastfeeding duration rates:MumBubConnect
  16. 8  Behavioural models (conative models) summary
  17. PART IV  EMOTIONAL MODELS (AFFECTIVE MODELS)
  18. 9  Emotional models (affective models)
  19. 10  Case study: Hello Sunday Morning! – towards ‘practices’ of responsible drinking
  20. 11  Emotional models (affective models) summary
  21. PART V  SOCIO-CULTURAL ECOLOGICAL MODELS
  22. 12  Socio-cultural ecological models
  23. 13  Case study: micro-meso-level theory – consumer socialization and consumption of clothes
  24. 14  Case study: meso-macro-level theory – DrinkWise: investing in generational social change
  25. 15  Socio-cultural ecological models summary
  26. PART VI  MULTI-THEORY MODELS
  27. 16  Multi-theory models
  28. 17  Case study: ‘Greenwich Get Active’ – mobilizing a whole community to get active
  29. 18  Case study: waves of change – collaborative design for tomorrow’s world
  30. 19  Multi-theory models summary
  31. PART VII  ‘BUYING’ OR ‘CONSUMER’ BEHAVIOUR DECISION MODELS
  32. 20  ‘Buying’ or ‘consumer’ behaviour decision models
  33. 21  Case study: which theory is more effective for predicting hotel guest participation in towel and linen reuse programmes, social influence theory or attribution theory?
  34. 22  ‘Buying’ or ‘consumer’ behaviour decision models summary
  35. PART VIII  SOCIAL CHANGE MODELS IN SOCIAL MARKETING
  36. 23  Social change models in social marketing
  37. 24  Case study: a social marketing approach for increasing community coalitions’ adoption of evidence-based policy
  38. 25  Social change models in social marketing summary
  39. PART IX  SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE?
  40. 26  Social marketing and behaviour change: where to from here?