HECOL301 Lecture Notes - Lecture 9: Choice Architecture, Urban Sprawl, Junk Food
5 Apr 2016
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In uencing individuals, groups, or society as a whole to accept, reject, modify or abandon behaviour - kolter et al. The same marketing principles that are used to sell products to consumers can be used to sell ideas, attitudes and behaviours. Building a social marketing campaign: identify problem, propose solution, what is the evidence for that solution, understand audience(s); target audience, develop persuasive communications messages and tactics, evaluation. Research: attitudes, needs, motivations, behaviours, barriers to change among target audiences. Information alone will not lead to attitude or behaviour change. Tendency to lay on guild trips and blame the victim . Social marketing campaigns need to become more comprehensive and get involved in. Creating physical, social and economic environments that are conductive to the adoption of the desired behaviour - francois lagarde. In uencing behaviour by changing the environment and/or the conditions. Making the healthy or better choice the easy choice.
