Social Marketing: An Important Approach to Social Behavior Change
Abstract:
States and organizations utilize different methods and procedures to institutionalize special behaviors. Educational, jurisdictional and social marketing approaches should be emphasized here. In the educational approach, people are motivated to change their behavior by being informed about the advantages and interests that would accompany such a change. In the jurisdictional approach, they are persuaded to change their behavior by the legal threat of punishment. The method of social marketing of behavioral change is the presentation of alternatives in social environment so that behavior would be changed voluntarily. Social marketing is effective whenever the current behavior has tangible harms. This article highlights some successful samples of behavior change through the social marketing approach.
Language:
Persian
Published:
فصلنامه راهبرد اجتماعی فرهنگی, Volume:1 Issue:1, 2012
Page:
35
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