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


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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    • "Instead, it draws upon different theories and models to identify determinants of behavior change and thereby develop appropriate intervention strategies (Donovan & Henley, 2010; Luca & Suggs, 2013). However, prior research has suggested that a large number of social marketing studies are not theoretically informed and, even if they are, they do not report theory and model use in detail (Lefebvre, 2000; Luca & Suggs, 2013; Thackeray & Neiger, 2000; Truong & Hall, 2013). This finding is confirmed by the present study. "
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