AMB206 Study Guide - Final Guide: Brand Equity, Hand Washing, Social Marketing
31 Jul 2018
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Continuum of intervention: education informs / social marketing influences. Harder with social marketing (more time, money and effort to be invested with less returns) Theory 1: stages of change: pre-contemplation, not thinking about making a change. 3: thinking about making a change, but have barriers and concerns. In action: actively preparing for or attempting the change. Maintenance: committed to the behaviour and have no intention to return earlier behaviour. Political-legal environment: being alert to changes in legislation, government priorities, and the influence of numerous pressure groups that lobby government. Economic environment: behaviour can often be changed through economic pressure and incentives eg. increasing taxes on cigarettes. Socio-cultural environment: broad beliefs, values, social norms and subcultures, persistent core values influenced by social institutions: family, church, etc. Technological environment: sometimes a technological innovation or enhancement supports behaviour change or significantly contributes to a social issue through a new product eg. depression apps, wii games for physical rehabilitation.
