|Appears in Collections:||Faculty of Health Sciences and Sport Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Whose behavior is it anyway? The broader potential of social marketing|
|Citation:||Hastings G, MacFadyen L & Anderson S (2000) Whose behavior is it anyway? The broader potential of social marketing, Social Marketing Quarterly, 6 (2), pp. 46-58.|
|Abstract:||Social marketing has established itself as an effective technology for changing the health behaviors of individual citizens. However, people's behavior is not just determined by their own choices but also by their social context. An unhealthy diet, for instance, may result as much from poverty as poor food choice, and the continued use of tobacco from nicotine addiction rather than self-determination. Social marketing needs to address these "upstream" influences if it is to reach its full potential, as well as avoid intellectual and ethical criticism. These influences occur at two different levels: in the local community (e.g., diet may be determined by what is available in the local shops or exercising by access to sports facilities) -- "the immediate environment"; and in society as a whole (e.g., smoking may be encouraged if it is felt to have tacit endorsement from government) -- "the wider social context." In addition there are other influences on people's health outcomes, such as the addition of fluoride to water or folk acid to bread, that don't involve the individual in any action at all but do require behavior change by policy makers. Four case studies are used to show that social marketing can contribute at each of these levels, using the standard principles of consumer orientation, exchange and strategic planning.|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Hastings_2000_Whose_behavior_is_it_anyway.pdf||963.39 kB||Adobe PDF||Under Embargo until 31/12/2999 Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact firstname.lastname@example.org providing details and we will remove the Work from public display in STORRE and investigate your claim.