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Lecture 6

10:29:12 Lecture 6.odt

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Wilfrid Laurier University
Colleen Loomis

PS282 Community Psych Lecture 6 10/29/12 Community-Based Social Marketing AModel for Change Social Norms • Norms are rules for expected behaviour • These behaviours can exert influence ◦ e.g.) Being polite, saying “thank you!” ◦ Not smoking inside • Social norms refer to the behaviour of others ◦ Descriptive Norms ▪ Beliefs about what people do in a particular situation – keyword: is ◦ Injunctive Norms ▪ Beliefs about social approval or disapproval for a behaviour – keyword: ought Descriptive and Injunctive Norms in Energy Conservation • Study: Nolan, Schultz, Cialdini, Goldstein & Griskevicius, 2008 ◦ Smart Meter ▪ People got feedback on their bills, detailed information and comparisons between neighbours (the is) • Rebound Effect occurred ◦ E.g.) People who used 30% more continued to use more than their neighbours because they thought they could use what their neighbours weren't ▪ Began using smiley and sad faces to show what was good and bad usage • Result was that people began reducing their power usage Introspective Illusion • People think that they're logical and base their decisions off common sense rather than on social pressure to conform to other's behaviour • Research (Nolan. Et al. 2008) shows otherwise ◦ This error is called Introspective Illusion ▪ People thinking they're being logical without realizing the social pressure that actually is the basis for their decisions Social Diffusion • People change their behaviour based on what others are doing ◦ e.g.) Fashion in a group • Personal relationships are an important determining factor in changing behaviour ◦ e.g.) Roommates leaving the house looking alike • Credibility of the source ◦ e.g.) Celebrity endorsements Research Shows • Large scale campaigns focusing on education and awareness can be effective in changing PS282 Community Psych Lecture 6 10/29/12 attitudes, but rarely result in behaviour change ◦ e.g.) One-Tonne challenge ▪ Rick Mercer challenged people to reduce their carbon dioxide emissions by 1 tonne ▪ Campaign failed What is Social Marketing? • “Aprocess that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society as well as the target audiences” Social Marketing – Positive Behaviour Change • Eat 5 fruits and vegetables a day • Move right for signs and lights • Know your BMI • Immunize on time TypicalApplications • Improving health • Preventing injuries • Protecting the environment • Involving the community • Improving financial behaviour How Social Marketing Differs • Commercial Sector Marketing ◦ Typically goods and services ◦ For a profit ◦ Benefit of shareholders • Non-Profit Marketing ◦ Promoting services ◦ Supporting fundraising • Cause-Related Marketing ◦ Portion of sales go to a charity/ cause • Social Marketing ◦ Benefit society and the target audience How Social Marketing Differs • Social marketing typically has to deal with the market's core belief's and values, whereas business marketing generally deals with preferences and opinions • Social marketing has to work with (marketing) channels that are less well-defined and less motivated by money Why is it so difficult? We ask people to PS282 Community Psych Lecture 6 10/29/12 • Be uncomfortable • Risk rejection • Reduce pleasure • Give up looking good • Be embarrassed • Go out of their way • Spend more time • Spend more money Basic
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