Theory Applications in Social Marketing

Reasoned Action/Planned Behavior

Identify motives for action

What are the benefits and costs, both personal and social, of a health behavior?


Identify message strategies

Change beliefs about costs and benefits of action.

Change perceptions of subjective norms.

Change motivations to comply with subjective norms.

dentify target audiences

Define primary audiences (those who would benefit from attitude change).

Define secondary audiences (significant others of those to be influenced).



Extended Parallel Processing Model

Identify motives for action

To what extent is the health issue thought to pose a serious and personal threat?

To what extent are proposed actions perceived to be effective?

How do people perceive their ability to enact the behavior?


Identify message strategies

Create messages that increase understanding of the threat and explain or demonstrate how responses can effectively reduce the threat.

Create messages that explain how to do the recommended response.

Explain how to overcome barriers to recommended response.


Identify target audiences

Segment audiences into categories representing levels of perceived threat and efficacy.

Define secondary audiences (significant others of those to be influenced).



Observational Learning

Identify motives for action

What perceived personal and social incentives or reinforcements (benefits) affect learning and action?

What perceived personal and social barriers (costs) affect learning and action?


Identify message strategies

Provide models of effective action that are appealing and compelling.

Encourage rehearsal and trial of the behavior.

Provide feedback and reinforcement for behavioral attempts.

Provide incentives for performance of the proposed behavior.


Identify target audiences

Define primary audiences (those who would benefit from attitude change).

Define secondary audiences (potential role models and advocates).



Diffusion of Innovations

Identify motives for action

How do members of the audience perceive the behavioral innovation?

What relative benefits does is offer?

What are the costs?

Can costs and benefits of the behavior be observed?

Is behavior compatible with current practices?

What social influences or networks exist in the environment that encourage or discourage the action?


Identify message strategies

Show and explain the benefits of the proposed action.

Explain how to do it in simple terms.

Show how new behavior fits with or grows out of current practices.

Encourage those who already practice the behavior to advocate it to others.


Identify target audiences

Segment audience according to perceptions of the behavior.

Target people who are key network members (opinion leaders).