Theory of Social Marketing

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Theories and Models in Social Marketing Reference: Lefebvre, RC (2000). In PN Bloom & GT Gundlach (Eds.), Handbook of Marketing and Society, Newbury Park, CA: Sage Publications. Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of situations are most appropriate. In defining what social marketing is, many authors include the notion of exchange theory to link it to its marketing roots (e.g., Kotler & Roberto, 1989; Lefebvre & Flora, 1988; Novelli, 1990). Other writers on the subject omit any mention of exchange theory, either in their definition of social marketing or its key elements (e.g., Andreasen, 1995; Manoff, 1985). Elliott (1991),…show more content…
The core components of HBM include: ♦ Perceived susceptibility: the subjective perception of risk of developing a particular health condition. ♦ Perceived severity: feelings about the seriousness of the consequences of developing a specific health problem. ♦ Perceived benefits: beliefs about the effectiveness of various actions that might reduce susceptibility and severity (the latter two taken together are labeled “threat’). ♦ Perceived barriers: potential negative aspects of taking specific actions. ♦ Cues to action: bodily or environmental events that trigger action. More recently, HBM has been appended to include the notion of self-efficacy as another predictor of health behaviors – especially more complex ones in which lifestyle changes must be maintained over time (Strecher & Rosenstock, 1997). A wide variety of demographic, social, psychological and structural variables may also impact an individual’s perceptions and, indirectly, their health-related behaviors. Some of the more important ones include educational attainment, age, gender, socioeconomic status and prior knowledge. Theories and models in social marketing – Page 4 HBM has been one of the more empirically studied theoretical models. A 1984 review of this research (Janz & Becker, 1984), conducted across numerous health and screening behaviors (for example, receiving flu
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