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Social Marketing and Behaviour Change

Models, Theory and Applications Linda Brennan, Professor, RMIT University, Wayne Binney, Marketing and Educational Consultant, Lukas Parker, Lecturer, RMIT University, Torgeir Aleti, Lecturer, Monash University, Australia and Dang Nguyen, Associate Lecturer, RMIT University, Vietnam
This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.
Extent: 448 pp
Hardback Price: $170.00 Web: $153.00
Publication Date: 2015
ISBN: 978 1 78254 814 0
Availability: In Stock
Paperback Price: $65.00 Web: $52.00
Publication Date: 2016
ISBN: 978 1 78471 152 8
Availability: In Stock
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  • Business and Management
  • Marketing
  • Politics and Public Policy
  • Public Policy
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.
‘This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behaviour change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the selected theories. I was amazed by its breadth and scope. Highly recommended reading.’
– Michael Rothschild, University of Wisconsin, Madison, US
Contributors: T. Aleti, W. Binney, B.J. Biroscak, B. Broome, L. Brennan, C.A. Bryant, A.H. Courtney, O. Daly, M. Devaney, C. Domegan, S. Duane, K.M. Ekström, M.-L. Fry, D. Gallegos, R. Hamilton, M. Howick, J. Joyce, M. Khaliq, R.C. Lefebvre, J.H. Lindenberger, A.B. Mayer, R.J. McDermott, P. McHugh, Z. McQuilten, D. Murphy, D. Nguyen, A.D. Panzera, L. Parker, M.J. Polonsky, J. Previte, A.M.N. Renzaho, R. Russell-Bennett, J. Scott, A. Shahriar Ferdous, M.A. Swanson, A.P. Wright, W. Wymer




Contents:

Acknowledgments

1. Introduction

PART I: THEORIES AND THEIR USES IN SOCIAL MARKETING
2. Theories and Their Uses in Social Marketing
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

PART II: RATIONAL – ECONOMIC MODELS (COGNITIVE MODELS)
3. Rational Economic Models (Cognitive Models)
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

4. Case study: Using the Theory of Planned Behaviour to Assess Blood Donation Intentions amongst African Migrants in Australia
Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M. N. Renzaho

5. Rational Economic Models (Cognitive Models) Summary

PART III: BEHAVIOURAL MODELS (CONATIVE MODELS)
6. Behavioural Models (Conative Models)
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

7. Case study: Using Social Cognitive Theory and Social Support Coping Theory to Improve Breastfeeding Duration Rates: MumBubConnect
Rebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton

8. Behavioural (Conative Models) Models Summary

PART IV: EMOTIONAL MODELS (AFFECTIVE MODELS)
9. Emotional Models (Affective Models)
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

10. Case study: Hello Sunday Morning!: Towards ‘Practices’ of Responsible Drinking
Marie-Louise Fry

11. Emotional Models (Affective Models) Summary

PART V: SOCIO-CULTURAL ECOLOGICAL MODELS
12. Socio-cultural Ecological Models
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

13. Case Study: Micro-meso-level Theory – Consumer Socialization and Consumption of Clothes
Karin M. Ekström

14. Case Study: Meso-Macro Level Theory – DrinkWise: Investing in Generational Social Change
Josephine Previte, Linda Brennan and John Scott

15. Socio-cultural Ecological Models Summary

PART VI: MULTI-THEORY MODELS
16. Multi-theory Models
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

17. Case Study: ‘Greenwich Get Active’ – Mobilising a Whole Community to Get Active
Matt Howick

18. Case Study: Waves of Change – Collaborative Design for Tomorrow’s World
Christine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly, David Murphy, Michael Hogan and Benjamin Broome

19. Multi-theory Models Summary

PART VII: ‘BUYING’ OR ‘CONSUMER’ BEHAVIOUR DECISION MODELS
20. ‘Buying’ or ‘Consumer’ Behaviour Decision Models
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

21. Case Study: Which Theory is More Effective for Predicting Hotel Guest Participation in Towel and Linen Reuse Programs, Social Influence Theory or Attribution Theory?
Walter Wymer

22. ‘Buying’ or ‘Consumer’ Behaviour Theories Summary

PART VIII: SOCIAL CHANGE MODELS IN SOCIAL MARKETING
23. Social Change Models in Social Marketing
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

24. Case Study: A Social Marketing Approach for Increasing Community Coalitions’ Adoption of Evidence-Based Policy
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

25. Social Change Models in Social Marketing Summary

PART IX: SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE?
26. Social Marketing and Behaviour Change: Where to From Here?
Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

Index