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Establishing a relationship between behavior change theory and social marketing: Implications for health education

ABSTRACT Describes relationships between behavior change theory and social marketing practice, noting challenges in making behavior change theory an important component of social marketing and proposing that social marketing is the framework to which theory can be applied, creating theory-driven, consumer-focused, more effective health education programs. This integration can be achieved in four areas (e.g., planning and evaluating success.) (SM)

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May 16, 2014