Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 8
Tapping Behavior Change Theories, Models, and Frameworks
Chapter Summary
This chapter is intended to be used as a quick reference guide for identifying
and understanding theories, models, and frameworks that can inform and
inspire development of audience-driven social marketing strategies,
including:
Step 3: Selecting target audiences (di'usion of innovations theory,
stages of change model/transtheoretical model)
Step 4: Setting behavior objectives and goals (self-control theory, goal-
setting theory, self-perception theory)
Step 5: Understanding audience barriers, bene.ts, and motivators; the
competition; and in0uential others (health belief model, theory of
reasoned action and theory of planned behavior, service-dominant
logic model)
Step 7: Developing social marketing mix strategies (social norms theory;
ecological model; behavioral economics framework and nudge tactics;
science of habit framework; hierarchy of e'ects model; exchange
theory; community readiness model; carrots, sticks, and promises
framework)
As a practical tip, we recommend that you review these theories, models,
and frameworks as you begin developing the relevant steps in the planning
model. Not only will they be inspirational as you develop these steps, but
your references to them will also help build con.dence in your proposed
strategies among funders, decision makers, and partners.
