Theory in Social Marketing
Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research › peer-review
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.
Original language | English |
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Title of host publication | Marketing Theory : A Student Text |
Editors | Michael J. Baker, Mike Saren |
Number of pages | 14 |
Place of Publication | London |
Publisher | SAGE Publications |
Publication date | 2010 |
Pages | 330-344 |
ISBN (Print) | 9781849204651 |
Publication status | Published - 2010 |
- Faculty of Humanities - Social marketing theory
Research areas
ID: 14440750