Theory in Social Marketing
Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review
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Theory in Social Marketing. / Hastings, Gerard; Brown, Abraham; Anker, Thomas Boysen.
Marketing Theory: A Student Text. ed. / Michael J. Baker; Mike Saren. London : SAGE Publications, 2010. p. 330-344 .Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review
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TY - CHAP
T1 - Theory in Social Marketing
AU - Hastings, Gerard
AU - Brown, Abraham
AU - Anker, Thomas Boysen
PY - 2010
Y1 - 2010
N2 - The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address: (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might benefit from a social epistemological approach.
AB - The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address: (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might benefit from a social epistemological approach.
KW - Faculty of Humanities
KW - Social marketing teori
KW - Social marketing theory
M3 - Book chapter
SN - 9781849204651
SP - 330
EP - 344
BT - Marketing Theory
A2 - Baker, Michael J.
A2 - Saren, Mike
PB - SAGE Publications
CY - London
ER -
ID: 14440750