mkt test 1

.doc

School

University of Manitoba *

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Course

3246

Subject

Health Science

Date

Oct 30, 2023

Type

doc

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Uploaded by DeaconEel3065

• The model states that the perception of a personal health behavior threat is itself influenced by at least three factors: • General health values, including interest and concern about health. • Specific health beliefs about vulnerability to a particular health threat. • Beliefs about the consequences of the health problem. • Key descriptors: • Perceived Susceptibility: Perception of the likelihood of experiencing a condition that would adversely affect one’s health. • Perceived Severity: Beliefs a person holds concerning the effects a given disease or condition would have on one’s physical, emotional, financial, and psychological state. • Perceived Benefits of Taking Action. • Perceived Barriers to Taking Action. • Cues to Action. 2. The Theory of Reasoned Action, the Theory of Planned Behavior, and the Integrated Behavioral Model • The theory of reasoned action. • Theory of planned behavior. • Integrated behavioral model: attitude, norms, self-efficacy, knowledge and skills, salience, environmental constraints, and habit.

3. The Social Cognitive Theory • The social learning theory (benefit over cost, self-efficacy). • Andreasen’s addition: three components: – Sequential approximation. – Repetition. – Reinforcement. 4. The Service-Dominant Logic Model • Customer determines a product’s value. • Implications for social marketing. • equivalent to the benefit the audience wants to receive in exchange for engaging in the behavior that is being promoted. • The product’s value is equivalent to the core product. • The value is best determined when conducting barriers and benefits research with the priority audience. inspiring Development of Marketing Intervention Mix Strategies (10) 1. Social Norms = Rules to determine appropriate behaviors • Injunctive norms: Behaviors a group perceives as being approved or disapproved of by others in the group. • Descriptive norms: Perceptions of what behaviors others are actually, or normally, engaged in, regardless of whether or not these are approved of by others. • Explicit norms: Norms that are written or openly expressed.

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