Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11719
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
Authors: Hastings, Gerard
MacFadyen, Lynn
Anderson, Susan
Contact Email: gerard.hastings@stir.ac.uk
Issue Date: Jun-2000
Publisher: Taylor & Francis (Routledge) / SAGE Publications for AED
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.
Type: Journal Article
URI: http://hdl.handle.net/1893/11719
DOI Link: http://dx.doi.org/10.1080/15245004.2000.9961102
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.
Affiliation: Institute for Social Marketing
University of Stirling
University of Strathclyde

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