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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. About the authors
  7. List of contributors
  8. Preface
  9. Acknowledgements
  10. 1  Introduction
  11. PART I  THEORIES AND THEIR USES IN SOCIAL MARKETING
  12. 2  Theories and their uses in social marketing
  13. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  14. PART II  RATIONAL ECONOMIC MODELS (COGNITIVE MODELS)
  15. 3  Rational economic models (cognitive models)
  16. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  17. 4  Case study: using the theory of planned behaviour to assess blood donation intentions amongst African migrants in Australia
  18. Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M.N. Renzaho
  19. 5  Rational economic models (cognitive models) summary
  20. PART III  BEHAVIOURAL MODELS (CONATIVE MODELS)
  21. 6  Behavioural models (conative models)
  22. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  23. 7  Case study: using social cognitive theory and social support coping theory to improve breastfeeding duration rates:MumBubConnect
  24. Rebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton
  25. 8  Behavioural models (conative models) summary
  26. PART IV  EMOTIONAL MODELS (AFFECTIVE MODELS)
  27. 9  Emotional models (affective models)
  28. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  29. 10  Case study: Hello Sunday Morning! – towards ‘practices’ of responsible drinking
  30. Marie-Louise Fry
  31. 11  Emotional models (affective models) summary
  32. PART V  SOCIO-CULTURAL ECOLOGICAL MODELS
  33. 12  Socio-cultural ecological models
  34. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  35. 13  Case study: micro-meso-level theory – consumer socialization and consumption of clothes
  36. Karin M. Ekström
  37. 14  Case study: meso-macro-level theory – DrinkWise: investing in generational social change
  38. Josephine Previte, Linda Brennan and John Scott
  39. 15  Socio-cultural ecological models summary
  40. PART VI  MULTI-THEORY MODELS
  41. 16  Multi-theory models
  42. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  43. 17  Case study: ‘Greenwich Get Active’ – mobilizing a whole community to get active
  44. Matt Howick
  45. 18  Case study: waves of change – collaborative design for tomorrow’s world
  46. Christine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly, David Murphy, Michael Hogan and Benjamin Broome
  47. 19  Multi-theory models summary
  48. PART VII  ‘BUYING’ OR ‘CONSUMER’ BEHAVIOUR DECISION MODELS
  49. 20  ‘Buying’ or ‘consumer’ behaviour decision models
  50. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  51. 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?
  52. Walter Wymer
  53. 22  ‘Buying’ or ‘consumer’ behaviour decision models summary
  54. PART VIII  SOCIAL CHANGE MODELS IN SOCIAL MARKETING
  55. 23  Social change models in social marketing
  56. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  57. 24  Case study: a social marketing approach for increasing community coalitions’ adoption of evidence-based policy
  58. Alyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney, James H. Lindenberger, Mark A. Swanson, Anthony D. Panzera, Mahmooda Khaliq, Brian J. Biroscak and Ashton P. Wright
  59. 25  Social change models in social marketing summary
  60. PART IX  SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE?
  61. 26  Social marketing and behaviour change: where to from here?
  62. Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen
  63. Bibliography
  64. Appendix: summary of models
  65. Index