Establishing a Relationship between Behavior Change Theory and Social Marketing: Implications for Health Education

ArticleinJournal of health education / Association for the Advancement of Health Education · December 1999with189 Reads
DOI: 10.1080/10556699.2000.10603439
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)
    • "That said, both theoretical and practical contributions to the social marketing debate on the part of tourism researchers are needed and should be encouraged. Previous research suggests that eff ective social marketing campaigns tend to use theories and models to guide their interventions (Thackeray & Neiger 2000). These are rooted in diff erent disciplines such as social psychology (e.g. "
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    • "Fourth, since social marketing itself is not a theory, it incorporates a number of theories and models to promote behavior change as previously mentioned. Prior research has suggested that effective campaigns tend to use theory in their design, implementation, and evaluation (Thackeray & Neiger, 2000). While some articles identified in this study were based on more than one theory, others did not explicitly report theory and model use. "
    [Show abstract] [Hide abstract] ABSTRACT: This article examines the development of social marketing research from 1998 to 2012. Drawing upon journal and database searches, 867 articles were retrieved and then analyzed in the light of the content analysis method. The article indicates that social marketing has captured increasing research attention, as evidenced by the growing number of articles published. U.S.- and U.K.-based researchers and institutions have contributed significantly to shaping knowledge in the field. Public health has predominantly been the research topic and hence more articles have been published in health-related journals than in marketing-related journals. Substantial research has focused on downstream social marketing, while the upstream and critical dimension has been given limited attention. Behavior change theories underlying social marketing studies were not always reported, leading to difficulties in identifying common factors in effective interventions. Social marketing research has been dominated by qualitative methods, although both quantitative and mixed methods are gaining prominence. Limitations to the article are discussed and gaps for further research indicated. © The Author(s) 2014 Reprints and permission: sagepub.com/journalsPermissions.nav.
    Full-text · Article · Jan 2014
    • "Social marketing is aimed at improving the personal welfare of the individual and their society by inXuencing voluntary behavior through a marketing program centered on the targeted individual(s). Social marketing acts as a conceptual framework (Thackeray and Neiger, 2000) that can be used by health educators to better apply existing theories of health education where the focus of the education process is maintained through the use of constant feedback in a grounded approach (Jones, 1983; Strauss and Corbin, 1990). This technique can be used to constantly adjust any training that is being undertaken according to the needs of the group, the workplace and, to some extent, the needs of the individuals within the group. "
    [Show abstract] [Hide abstract] ABSTRACT: This research examined the intervention effects of a simple one-hour training session designed to raise the awareness of noise as a workplace hazard in conjunction with general safety perceptions and attitudes in the workplace. Several sessions were conducted for two organizations, at different locations. Control groups were also employed with both organizations. Participants were questioned using a ‘safety climate’ questionnaire and a ‘noise at work’ questionnaire. The results indicated that awareness of noise as a workplace hazard can be significantly increased with a simple intervention.
    Full-text · Article · Apr 2007
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