Social Marketing and Behaviour Change

'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the selected theories. I was amazed by its breadth and scope. Highly recommended reading.' --Michael Rothschild, University of Wisconsin, Madison

Linda Brennan, Professor of Advertising, School of Media and Communication, RMIT University, Wayne Binney, Marketing and Educational Consultant, Lukas Parker, School of Media and Communication, RMIT University, Torgeir Aleti, Lecturer, Monash University and Dang Nguyen, Research Fellow, RMIT University, Australia

Contents: Acknowledgments 1. Introduction PART I: THEORIES AND THEIR USES IN SOCIAL MARKETING 2. Theories and Their Uses in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen PART II: RATIONAL ECONOMIC MODELS (COGNITIVE MODELS) 3. Rational Economic Models (Cognitive Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 4. Case study: Using the Theory of Planned Behaviour to Assess Blood Donation Intentions amongst African Migrants in Australia Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M. N. Renzaho 5. Rational Economic Models (Cognitive Models) Summary PART III: BEHAVIOURAL MODELS (CONATIVE MODELS) 6. Behavioural Models (Conative Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 7. Case study: Using Social Cognitive Theory and Social Support Coping Theory to Improve Breastfeeding Duration Rates: MumBubConnect Rebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton 8. Behavioural (Conative Models) Models Summary PART IV: EMOTIONAL MODELS (AFFECTIVE MODELS) 9. Emotional Models (Affective Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 10. Case study: Hello Sunday Morning!: Towards Practices of Responsible Drinking Marie-Louise Fry 11. Emotional Models (Affective Models) Summary PART V: SOCIO-CULTURAL ECOLOGICAL MODELS 12. Socio-cultural Ecological Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 13. Case Study: Micro-meso-level Theory Consumer Socialization and Consumption of Clothes Karin M. Ekstrm 14. Case Study: Meso-Macro Level Theory DrinkWise: Investing in Generational Social Change Josephine Previte, Linda Brennan and John Scott 15. Socio-cultural Ecological Models Summary PART VI: MULTI-THEORY MODELS 16. Multi-theory Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 17. Case Study: Greenwich Get Active Mobilising a Whole Community to Get Active Matt Howick 18. Case Study: Waves of Change Collaborative Design for Tomorrows World Christine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly, David Murphy, Michael Hogan and Benjamin Broome 19. Multi-theory Models Summary PART VII: BUYING OR CONSUMER BEHAVIOUR DECISION MODELS 20. Buying or Consumer Behaviour Decision Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 21. Case Study: Which Theory is More Effective for Predicting Hotel Guest Participation in Towel and Linen Reuse Programs, Social Influence Theory or Attribution Theory? Walter Wymer 22. Buying or Consumer Behaviour Theories Summary PART VIII: SOCIAL CHANGE MODELS IN SOCIAL MARKETING 23. Social Change Models in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 24. Case Study: A Social Marketing Approach for Increasing Community Coalitions Adoption of Evidence-Based Policy Alyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney, James H. Lindenberger, Mark A. Swanson, Anthony D. Panzera, Mahmooda Khaliq, Brian J. Biroscak and Ashton P. Wright 25. Social Change Models in Social Marketing Summary PART IX: SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE? 26. Social Marketing and Behaviour Change: Where to From Here? Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen Index