Pub Date : 2021-02-15DOI: 10.1177/1524500421990176
Julie Cook, J. Lynes, S. Fries
Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of the social marketing community regarding mistakes and failures in the field? Importance to the field: A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes. Method: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel. Results: According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure. Recommendations for research or practice: Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes. Limitations: The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.
{"title":"Exploring Mistakes and Failures in Social Marketing: The Inside Story","authors":"Julie Cook, J. Lynes, S. Fries","doi":"10.1177/1524500421990176","DOIUrl":"https://doi.org/10.1177/1524500421990176","url":null,"abstract":"Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field. Focus: This article is related to research and evaluation of the social marketing field. Research Question: What are the perceptions of the social marketing community regarding mistakes and failures in the field? Importance to the field: A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes. Method: This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel. Results: According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure. Recommendations for research or practice: Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes. Limitations: The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2021-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500421990176","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48607825","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-11DOI: 10.1177/1524500420971700
J. Kwitonda
Background: Previous public health research has demonstrated that barbershop services in Sub-Saharan Africa involve close-shaving styles that may irritate the skin or cause injuries particularly among clients with razor bumps. Barbershop services may also facilitate client-to-client transmission of pathogens because they involve reuse of sharp implements (e.g., clippers) and other tools (e.g., brushes, towels and combs). The above concerns are compounded by limited access to adequate sanitization products in reasonably-priced barbershops. Focus of the Article: The goal of this formative research was therefore to identify and assess the structure of hygiene and hair care beliefs to be targeted by a social marketing intervention by integrating elements of the marketing mix and fundamental assumptions of the information-motivation-behavioral skills (IMB) model. Research Questions: To elicit hygiene and hair care beliefs, respondents were asked to state up to 9 beliefs specific to hygiene and safety information, perceived consequences of raising hygiene and safety concerns in barbershops (motivational beliefs) and efficacy skills in practicing hygiene and safety behaviors. To assess structural adequacy of the proposed IMB model, beliefs underlying information and motivation were hypothesized to be positively associated with beliefs underlying hygiene and safety negotiation skills as well as frequency of close-shave practices. To determine whether parameters of IMB model might differ across rural and urban settings, the following research question was considered: do individual paths and mediating mechanisms operate differently across rural and urban IMB models? Importance to the Social Marketing Field: This research provides empirical evidence for the integration of social marketing principles within the IMB framework and the potential of such integration in developing formative propositions for social marketing interventions in low-income contexts. Methods: This research was conducted in two phases. In phase one, data from a semi-structured survey (N = 65) were analyzed to identify modal salient beliefs and set up subsequent survey research. Phase two consisted in collecting cross-sectional survey data (N = 622) and using exploratory and structural equation modeling to assess the proposed model. Results: Together, identified beliefs and statically significant associations between IMB variables suggest that barbershop clients experience ambivalence toward risks associated with barbershop use, the relative benefits of alternative behaviors (e.g., use of personal shaving kits) and what it would cost them to receive the benefits. Recommendations for Research or Practice: Results in this study call attention to various ways in which the marketing mix can be used—to not only provide ecologically relevant information and increase motivation but also sell the benefits of hygienic barbershop use, offset prices of safer practices and draw attention of policy m
{"title":"The Marketing Mix and Hygienic Barbershop Use: A Formative Study","authors":"J. Kwitonda","doi":"10.1177/1524500420971700","DOIUrl":"https://doi.org/10.1177/1524500420971700","url":null,"abstract":"Background: Previous public health research has demonstrated that barbershop services in Sub-Saharan Africa involve close-shaving styles that may irritate the skin or cause injuries particularly among clients with razor bumps. Barbershop services may also facilitate client-to-client transmission of pathogens because they involve reuse of sharp implements (e.g., clippers) and other tools (e.g., brushes, towels and combs). The above concerns are compounded by limited access to adequate sanitization products in reasonably-priced barbershops. Focus of the Article: The goal of this formative research was therefore to identify and assess the structure of hygiene and hair care beliefs to be targeted by a social marketing intervention by integrating elements of the marketing mix and fundamental assumptions of the information-motivation-behavioral skills (IMB) model. Research Questions: To elicit hygiene and hair care beliefs, respondents were asked to state up to 9 beliefs specific to hygiene and safety information, perceived consequences of raising hygiene and safety concerns in barbershops (motivational beliefs) and efficacy skills in practicing hygiene and safety behaviors. To assess structural adequacy of the proposed IMB model, beliefs underlying information and motivation were hypothesized to be positively associated with beliefs underlying hygiene and safety negotiation skills as well as frequency of close-shave practices. To determine whether parameters of IMB model might differ across rural and urban settings, the following research question was considered: do individual paths and mediating mechanisms operate differently across rural and urban IMB models? Importance to the Social Marketing Field: This research provides empirical evidence for the integration of social marketing principles within the IMB framework and the potential of such integration in developing formative propositions for social marketing interventions in low-income contexts. Methods: This research was conducted in two phases. In phase one, data from a semi-structured survey (N = 65) were analyzed to identify modal salient beliefs and set up subsequent survey research. Phase two consisted in collecting cross-sectional survey data (N = 622) and using exploratory and structural equation modeling to assess the proposed model. Results: Together, identified beliefs and statically significant associations between IMB variables suggest that barbershop clients experience ambivalence toward risks associated with barbershop use, the relative benefits of alternative behaviors (e.g., use of personal shaving kits) and what it would cost them to receive the benefits. Recommendations for Research or Practice: Results in this study call attention to various ways in which the marketing mix can be used—to not only provide ecologically relevant information and increase motivation but also sell the benefits of hygienic barbershop use, offset prices of safer practices and draw attention of policy m","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420971700","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42209962","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-11DOI: 10.1177/1524500420973063
Sonya A. Grier, Sonja Martin Poole
2020 will likely be known as the year of reckoning for the United States and beyond, as anti-Black racism has moved to the center of national consciousness and a deluge of demands and pledges to confront and dismantle pervasive cultures of racism have been released. This watershed moment to address and act against racial injustice is rightfully gaining momentum. Spurred by the massive uprisings and protests in response to the killings of George Floyd, Breonna Taylor, Ahmaud Arbery and too many others, numerous corporations have responded to these demands with some urgency— first by issuing public statements against racism and in support of Black Lives Matter, and then by making large donations to organizations promoting equity, turning Juneteenth into a company holiday, placing a moratorium on facial recognition sales to police departments, and finally acknowledging and ending the use of brand mascots with racist origins. While these actions are surely steps in the right direction, they only scratch at the surface of the long-standing problems of racism and inequality that have historically plagued our society. Indeed, Citigroup estimates that racism against Black Americans has cost the U.S. economy $16 trillion over the past 20 years (Adedayo, 2020). Dismantling the entrenched structural inequalities caused by racism will depend on multiple approaches, disciplines and paths. It will depend on you, the individual working in the field of social marketing. Social marketing is a practice and framework that lends insight to and supports the development of interventions that change people’s behaviors in socially beneficial ways. While it may not be as wellfunded as commercial marketing, through creativity, analytics and strategy, social marketing is engaged to capture attention, spread awareness and influence behavior in the same way; thus it can be a robust and effective tool in social change. It has been known to influence people to give up deadly habits like smoking and driving drunk; reduce dependency on scarce environmental resources; and plan and save for retirement—all areas where law and education were not sufficient on their own to transform beliefs, knowledge and behavior. It would appear then, that social marketing would be an instrument that is also used to address racial equity. However, social marketing has been relatively quiet in this domain. There are certainly social marketing initiatives focused on addressing health and social challenges that contribute to racial inequality. However, race has been underutilized as a
{"title":"Will Social Marketing Fight for Black Lives? An Open Letter to the Field","authors":"Sonya A. Grier, Sonja Martin Poole","doi":"10.1177/1524500420973063","DOIUrl":"https://doi.org/10.1177/1524500420973063","url":null,"abstract":"2020 will likely be known as the year of reckoning for the United States and beyond, as anti-Black racism has moved to the center of national consciousness and a deluge of demands and pledges to confront and dismantle pervasive cultures of racism have been released. This watershed moment to address and act against racial injustice is rightfully gaining momentum. Spurred by the massive uprisings and protests in response to the killings of George Floyd, Breonna Taylor, Ahmaud Arbery and too many others, numerous corporations have responded to these demands with some urgency— first by issuing public statements against racism and in support of Black Lives Matter, and then by making large donations to organizations promoting equity, turning Juneteenth into a company holiday, placing a moratorium on facial recognition sales to police departments, and finally acknowledging and ending the use of brand mascots with racist origins. While these actions are surely steps in the right direction, they only scratch at the surface of the long-standing problems of racism and inequality that have historically plagued our society. Indeed, Citigroup estimates that racism against Black Americans has cost the U.S. economy $16 trillion over the past 20 years (Adedayo, 2020). Dismantling the entrenched structural inequalities caused by racism will depend on multiple approaches, disciplines and paths. It will depend on you, the individual working in the field of social marketing. Social marketing is a practice and framework that lends insight to and supports the development of interventions that change people’s behaviors in socially beneficial ways. While it may not be as wellfunded as commercial marketing, through creativity, analytics and strategy, social marketing is engaged to capture attention, spread awareness and influence behavior in the same way; thus it can be a robust and effective tool in social change. It has been known to influence people to give up deadly habits like smoking and driving drunk; reduce dependency on scarce environmental resources; and plan and save for retirement—all areas where law and education were not sufficient on their own to transform beliefs, knowledge and behavior. It would appear then, that social marketing would be an instrument that is also used to address racial equity. However, social marketing has been relatively quiet in this domain. There are certainly social marketing initiatives focused on addressing health and social challenges that contribute to racial inequality. However, race has been underutilized as a","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420973063","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41871720","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-10DOI: 10.1177/1524500420970129
A. Brough, Grant E. Donnelly, Vladas Griskevicius, E. Markowitz, K. Raimi, C. Reeck, Remi Trudel, Kurt B. Waldman, Karen Page Winterich, Kimberly S. Wolske
Background: Many sustainability initiatives are successful and produce results that benefit the environment. However, others miss the mark and fail to produce the desired outcome. Past research has typically focused on understanding why initiatives fail, without first considering differences in how they fail. Focus of the Article: This manuscript is related to Research and Evaluation—specifically, the social marketing concept it focuses on is evaluating the outcome of sustainability initiatives. Research Question: What are the different ways in which sustainability initiatives can fail? Program Design/Approach: A multi-day workshop of interdisciplinary behavioral sustainability scholars led to the identification of five systematic differences in how sustainability initiatives can fail, suggesting that failure can take on not only different levels of severity, but different forms altogether. Within this framework, we provide examples of each type of failure. Importance to the Social Marketing Field: We argue that diagnosing how instead of just why an initiative fails offers important insights that can reduce the likelihood of future failures—insights that may be missed by a narrow focus on the why behind any given failure. Recommendations for Research or Practice: The identification of the different ways in which sustainability initiatives fail can lead to improvements in the design and implementation of behavioral interventions, facilitating successful sustainability outcomes and preventing unintended outcomes. Specific recommendations are discussed for each type of failure. Limitations: The examples in our framework are not exhaustive, but are instead intended to be illustrative exemplars of each type of failure. Moreover, as our focus is on how sustainability initiatives fail, we do not attempt to diagnose why particular initiatives fail.
{"title":"Understanding How Sustainability Initiatives Fail: A Framework to Aid Design of Effective Interventions","authors":"A. Brough, Grant E. Donnelly, Vladas Griskevicius, E. Markowitz, K. Raimi, C. Reeck, Remi Trudel, Kurt B. Waldman, Karen Page Winterich, Kimberly S. Wolske","doi":"10.1177/1524500420970129","DOIUrl":"https://doi.org/10.1177/1524500420970129","url":null,"abstract":"Background: Many sustainability initiatives are successful and produce results that benefit the environment. However, others miss the mark and fail to produce the desired outcome. Past research has typically focused on understanding why initiatives fail, without first considering differences in how they fail. Focus of the Article: This manuscript is related to Research and Evaluation—specifically, the social marketing concept it focuses on is evaluating the outcome of sustainability initiatives. Research Question: What are the different ways in which sustainability initiatives can fail? Program Design/Approach: A multi-day workshop of interdisciplinary behavioral sustainability scholars led to the identification of five systematic differences in how sustainability initiatives can fail, suggesting that failure can take on not only different levels of severity, but different forms altogether. Within this framework, we provide examples of each type of failure. Importance to the Social Marketing Field: We argue that diagnosing how instead of just why an initiative fails offers important insights that can reduce the likelihood of future failures—insights that may be missed by a narrow focus on the why behind any given failure. Recommendations for Research or Practice: The identification of the different ways in which sustainability initiatives fail can lead to improvements in the design and implementation of behavioral interventions, facilitating successful sustainability outcomes and preventing unintended outcomes. Specific recommendations are discussed for each type of failure. Limitations: The examples in our framework are not exhaustive, but are instead intended to be illustrative exemplars of each type of failure. Moreover, as our focus is on how sustainability initiatives fail, we do not attempt to diagnose why particular initiatives fail.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420970129","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44738462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-10DOI: 10.1177/1524500420971170
S. Fries, Julie Cook, J. Lynes
Background: Community-based social marketing (CBSM) offers a pragmatic five-step approach to developing a program that fosters sustainable behaviour. However, how the CBSM theoretical framework has been implemented into practice remains largely under-evaluated. To help address this gap, Lynes et al. developed 21 benchmarks to assess CBSM programs. This research builds upon these benchmarks by using both the benchmarks and additional assessment criteria to assess five Canadian programs that have used CBSM principles. Focus: This paper is related to research and evaluation of community-based social marketing. Research Question: How has the CBSM theoretical framework been implemented in practice at the community level? Importance to the Social Marketing Field: By exploring how five Canadian programs have implemented CBSM, this paper enables practitioners to align their programs with CBSM principles more closely. It also contributes to the literature on CBSM effectiveness. Methods: Five qualitative case studies were assessed, each featuring a Canadian community program seeking to influence residential water efficiency behaviour. In order to systematically assess each program’s adherence to the CBSM theoretical framework, a CBSM benchmark assessment tool that proposes additional assessment criteria to Lynes et al.’s 21 benchmarks was developed. The assessment tool allowed for replicable benchmark assessments across multiple programs. Triangulation of data from both primary (survey and interview) and secondary (peer-reviewed literature, gray literature, and online reporting) data sources informed the assessment of each case study. Results: On average, over the five case studies, just over half of the 21 benchmark criteria were fully integrated into the programs, whereas just under a third were partially integrated, and approximately one fifth were not integrated at all. Recommendations for Research or Practice: While the benchmarks were fairly well integrated overall, this paper outlines several recommendations that programs may consider to improve alignment with the CBSM theoretical framework and benchmarks. Recommendations for future research to explore CBSM effectiveness are also made. Limitations: Lack of generalizability due to small sample size, unable to make assessments of programmatic success, and inherent limitations of the benchmark assessment tool.
{"title":"Community-Based Social Marketing in Theory and Practice: Five Case Studies of Water Efficiency Programs in Canada","authors":"S. Fries, Julie Cook, J. Lynes","doi":"10.1177/1524500420971170","DOIUrl":"https://doi.org/10.1177/1524500420971170","url":null,"abstract":"Background: Community-based social marketing (CBSM) offers a pragmatic five-step approach to developing a program that fosters sustainable behaviour. However, how the CBSM theoretical framework has been implemented into practice remains largely under-evaluated. To help address this gap, Lynes et al. developed 21 benchmarks to assess CBSM programs. This research builds upon these benchmarks by using both the benchmarks and additional assessment criteria to assess five Canadian programs that have used CBSM principles. Focus: This paper is related to research and evaluation of community-based social marketing. Research Question: How has the CBSM theoretical framework been implemented in practice at the community level? Importance to the Social Marketing Field: By exploring how five Canadian programs have implemented CBSM, this paper enables practitioners to align their programs with CBSM principles more closely. It also contributes to the literature on CBSM effectiveness. Methods: Five qualitative case studies were assessed, each featuring a Canadian community program seeking to influence residential water efficiency behaviour. In order to systematically assess each program’s adherence to the CBSM theoretical framework, a CBSM benchmark assessment tool that proposes additional assessment criteria to Lynes et al.’s 21 benchmarks was developed. The assessment tool allowed for replicable benchmark assessments across multiple programs. Triangulation of data from both primary (survey and interview) and secondary (peer-reviewed literature, gray literature, and online reporting) data sources informed the assessment of each case study. Results: On average, over the five case studies, just over half of the 21 benchmark criteria were fully integrated into the programs, whereas just under a third were partially integrated, and approximately one fifth were not integrated at all. Recommendations for Research or Practice: While the benchmarks were fairly well integrated overall, this paper outlines several recommendations that programs may consider to improve alignment with the CBSM theoretical framework and benchmarks. Recommendations for future research to explore CBSM effectiveness are also made. Limitations: Lack of generalizability due to small sample size, unable to make assessments of programmatic success, and inherent limitations of the benchmark assessment tool.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420971170","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45268029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-09DOI: 10.1177/1524500420969335
D. Veríssimo
{"title":"Taking the Pulse of Social Marketing: The 2019 World Social Marketing Conference","authors":"D. Veríssimo","doi":"10.1177/1524500420969335","DOIUrl":"https://doi.org/10.1177/1524500420969335","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420969335","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47035110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-06DOI: 10.1177/1524500420971585
Sidharth Muralidharan, Carrie La Ferle, Lauren Howard
Background: Domestic violence against women is a serious health and social issue, with victims found across the world. Utilizing the collective help of bystanders has become an increasingly important step toward mitigating abuse. Advertising campaigns have shed light on the seriousness of domestic violence, however, messages promoting bystander intervention are comparatively less. Focus: The primary focus of this exploratory study is to test the ability of public service announcements (PSAs) to inspire behavior change, i.e. to call a helpline. Emotional ad appeals have the potential to motivate apathetic bystanders to intervene, however, their effectiveness can depend on one’s self-view. Using self-construal and congruity theory, the current study examined the impact of self-focused emotional appeals, namely guilt (negative) and hope (positive), on varying levels of self-construals (independent vs. interdependent). Hypotheses: Three key hypotheses were tested: Self-focused emotional appeals using guilt and hope will be more persuasive on an independent self-construal than an interdependent self-construal (H1). Individuals with a low independent self-construal will find a guilt appeal to be more persuasive than a hope appeal (H2a). Individuals with a high independent self-construal will find a hope appeal to be more persuasive than a guilt appeal (H2b). Importance to the Social Marketing Field: Domestic violence in India is an ongoing issue and PSAs have the ability to motivate behavior change. From the perspective of social marketing and strategy, this exploratory study will shed light on which pairing of self-construal and emotions (guilt or hope) in messages can bring about desired pro-social intentions. Method: A single-factor experimental design was implemented with participants (n = 72) recruited from major metros in India. Results: Findings from a regression analysis revealed that guilt and hope were persuasive only on the independent self-construal. The next step was to explore the impact of guilt and hope within the independent self-construal (low vs. high). A simple slope test revealed that hope (vs. guilt) significantly strengthened the intentions to call the advertised helpline for those with low independent self-construal, while both hope and guilt were found to be equally effective on the high independent self-construal. Recommendations for Research and Practice: The findings add to the growing literature on domestic violence prevention messages by emphasizing the importance of emotional persuasion through cultural congruence. By taking varying levels of independent self-construal into consideration, social marketers can accordingly utilize emotional ad appeals like guilt and hope to help bystanders develop positive intentions to intervene. Limitations: Despite the significant findings, this exploratory study focused on the impact of two emotional ad appeals (guilt and hope) on a small sample of participants from a single country, In
{"title":"The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context","authors":"Sidharth Muralidharan, Carrie La Ferle, Lauren Howard","doi":"10.1177/1524500420971585","DOIUrl":"https://doi.org/10.1177/1524500420971585","url":null,"abstract":"Background: Domestic violence against women is a serious health and social issue, with victims found across the world. Utilizing the collective help of bystanders has become an increasingly important step toward mitigating abuse. Advertising campaigns have shed light on the seriousness of domestic violence, however, messages promoting bystander intervention are comparatively less. Focus: The primary focus of this exploratory study is to test the ability of public service announcements (PSAs) to inspire behavior change, i.e. to call a helpline. Emotional ad appeals have the potential to motivate apathetic bystanders to intervene, however, their effectiveness can depend on one’s self-view. Using self-construal and congruity theory, the current study examined the impact of self-focused emotional appeals, namely guilt (negative) and hope (positive), on varying levels of self-construals (independent vs. interdependent). Hypotheses: Three key hypotheses were tested: Self-focused emotional appeals using guilt and hope will be more persuasive on an independent self-construal than an interdependent self-construal (H1). Individuals with a low independent self-construal will find a guilt appeal to be more persuasive than a hope appeal (H2a). Individuals with a high independent self-construal will find a hope appeal to be more persuasive than a guilt appeal (H2b). Importance to the Social Marketing Field: Domestic violence in India is an ongoing issue and PSAs have the ability to motivate behavior change. From the perspective of social marketing and strategy, this exploratory study will shed light on which pairing of self-construal and emotions (guilt or hope) in messages can bring about desired pro-social intentions. Method: A single-factor experimental design was implemented with participants (n = 72) recruited from major metros in India. Results: Findings from a regression analysis revealed that guilt and hope were persuasive only on the independent self-construal. The next step was to explore the impact of guilt and hope within the independent self-construal (low vs. high). A simple slope test revealed that hope (vs. guilt) significantly strengthened the intentions to call the advertised helpline for those with low independent self-construal, while both hope and guilt were found to be equally effective on the high independent self-construal. Recommendations for Research and Practice: The findings add to the growing literature on domestic violence prevention messages by emphasizing the importance of emotional persuasion through cultural congruence. By taking varying levels of independent self-construal into consideration, social marketers can accordingly utilize emotional ad appeals like guilt and hope to help bystanders develop positive intentions to intervene. Limitations: Despite the significant findings, this exploratory study focused on the impact of two emotional ad appeals (guilt and hope) on a small sample of participants from a single country, In","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420971585","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46885495","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-28DOI: 10.1177/1524500420962789
Sahar Haghighatjoo, R. Tahmasebi, A. Noroozi
Background: Recycling and waste separation is one of the most important policies for the management of municipal solid waste, and notwithstanding the importance of recycling especially at the school age, little research have been conducted in this field. Focus of the Article: In this quasi-experimental study, five steps of community-based social marketing (CBSM) were used for changing of the recycling behavior (RB). Research Question: Do CBSM strategies increase use of recycling containers versus the sole availability of containers? Program Design/Approach: The intervention was implemented in five steps and through seven CBSM strategies that include communication, social diffusion, convenience, incentives, social norms, commitment, and prompts. Importance to the Social Marketing Field: Since the RB will be influenced by environmental context, it cannot be assumed that application of CBSM theory is effective in school field. Therefore, the findings of this study are used to determine the effectiveness of environmental changes based on CBSM theory in the school field. Method: One thousand four hundred fifty-three male and female students from fourth to sixth grade in Bushehr, Iran, were evaluated in intervention and control groups from December 2018 to May 2019. In intervention group, CBSM steps were implemented, and in the control group, only blue bins and containers for recyclable materials were provided. To assess behavior change, a questionnaire consisting of three sections of demographic information, knowledge, and barrier questions was used. RB was evaluated by daily weighing waste and recyclable materials (separated) in two groups from 10 days before to 4 months after intervention. The data were analyzed using Statistical Package for Social Sciences (Version 16.0). Results: Results reveal that CBSM based strategies increased knowledge in the intervention group versus the control group. Also, CBSM strategies significantly increased the amount of recycling and reduced the waste in the intervention group. The results of this study showed that the sole availability of containers does not increase RB and reduce waste; applying CBSM based strategies is very useful and effective in removing barriers and increasing RB in schools. Recommendation for Research: It is recommended to compare the effectiveness of the application of only some CBSM strategies such as social norms, incentives, and diffusion versus all CBSM strategies for changing of RB in school setting. Limitation: A limitations of this study is that the number of students in the two groups is not the same due to the random selection of schools. Additionally, we could not control for students’ textbook content on recycling.
背景:回收和废物分类是城市固体废物管理最重要的政策之一，尽管回收的重要性，特别是在学龄儿童，很少有研究在这一领域进行。文章重点:本研究采用基于社区的社会营销(CBSM)的五个步骤来改变回收行为。研究问题:CBSM策略是否增加了回收容器的使用，而不是容器的唯一可用性?项目设计/方法:干预分为五个步骤，通过七种CBSM策略实施，包括沟通、社会扩散、便利、激励、社会规范、承诺和提示。对社会营销领域的重要性:由于RB会受到环境背景的影响，所以不能假设CBSM理论在学校领域的应用是有效的。因此，本研究的结果被用来确定基于CBSM理论的环境变化在学校领域的有效性。方法:2018年12月至2019年5月，对伊朗布什尔市四年级至六年级的1453名男女学生进行干预和对照组评估。干预组实施CBSM步骤，对照组只提供蓝色的可回收材料垃圾箱和容器。为了评估行为改变，使用了一份由人口统计信息、知识和障碍问题三部分组成的问卷。干预前10天至干预后4个月，通过每日称重两组废物和可回收物(分开)来评估RB。使用Statistical Package for Social Sciences (Version 16.0)分析数据。结果:结果显示，干预组与对照组相比，基于CBSM的策略增加了知识。此外，CBSM策略显著增加了干预组的回收量，减少了浪费。本研究结果表明，容器的单一可用性不会增加RB和减少浪费;应用基于CBSM的策略在消除障碍和提高学校RB方面非常有用和有效。研究建议:建议比较一些CBSM策略，如社会规范、激励和扩散与所有CBSM策略在学校环境中改变RB的效果。局限性:本研究的一个局限性是，由于学校的随机选择，两组学生的数量并不相同。此外，我们无法控制学生在教科书中关于回收的内容。
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Pub Date : 2020-09-01DOI: 10.1177/1524500420949793
J. Mcdivitt
{"title":"Behind the Scenes at the Social Marketing Quarterly from the Perspective of the New Associate Editor","authors":"J. Mcdivitt","doi":"10.1177/1524500420949793","DOIUrl":"https://doi.org/10.1177/1524500420949793","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420949793","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41720565","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-28DOI: 10.1177/1524500420951593
L. C. Ayikwa, J. D. De Jager, Dion van Zyl
Background: This study addresses the HIV/AIDS epidemic that constitutes a major health issue in South Africa, the country most burdened by the virus in the world. Focus of the Article: It is an empirical study that investigates predictive behavioral patterns between traditional components of the theory of planned behavior and the previously identified social marketing behavioral enhancers and intentions to perform preventative sexual behaviors promoted under the Abstinence, Being faithful, and Condomize campaign. Research Question: The main question this study attempts to answer is: Is it relevant to increase the theory of planned behavior components by incorporating the social marketing behavioral enhancers’ variables to design programs that successfully influence individuals to adhere to the preventative sexual behaviors? Importance to the Social Marketing Field: Results will tell social marketers, through design programs fighting the spread of the HIV set within a theory of planned behavior theoretical framework, which of the social marketing behavioral enhancers are worth integrating into their model to induce behavioral change. Methods: Theory of planned behavior models extended to social marketing behavioral enhancers for abstinence, faithfulness, and condom use were used as theoretical frameworks to test how well they are good fits of the empirically manifested structural models. Gauteng was chosen, because three of the five metropolitan municipalities with a HIV prevalence greater than 10% are located in this province. Data were collected by means of questionnaires administered to a sample chosen randomly, using a multi-stage stratification method. A quota was determined for each suburb or city considered according to the size of its population compared to the overall Gauteng population to ensure representativeness of the study’s sample. Results: The study’s theoretical frameworks fitted the data well, but results also revealed insignificant causal relationships between HIV/AIDS knowledge and all Abstinence–Being faithful–Condomize intentions. Similarly, no predictive relationships were found between accessibility to HIV/AIDS information and intention to use condoms, while attitudes toward abstinence and condom use were insignificant with their respective intentions. However, their positive correlations with predictive variables suggest that they influence intentions indirectly. Recommendation for Research: Researchers are invited to conduct further studies to test the model in a different context. Indeed, this study does not investigate whether relationships between HIV/AIDS knowledge, accessibility to HIV/AIDS information, and attitudes toward abstinence and condom use would remain insignificant or that it could not change over time in a research ground other than Gauteng. Opportunities should be explored to augment the traditional theory of planned behavior components by variables other than the social marketing behavioral enhancers, i
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