Social Marketing; An Approach to Change Attitudes toward Military Service

This article aimed to determine the functions of social marketing in changing negative attitudes toward military service. To achieve this goal, due to unknown nature the research subject, the exploratory mixed methodology was used. In the first step, negative components were identified through the Delphi technique. These negative attitudes derived from negative and often wrong beliefs (cognitive component) and provoke negative feelings, lack of interest / fear / hate (the emotional component) respect to military service, and finally leads to the absence or escape (the behavioral component). In the second step, through interviews with experts, strategies are presented for changing negative attitudes based on social marketing.