INSPIRING FUTURES

Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model.

Logie-MacIver, Liz and Piacentini, Maria G (2010) Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model. Journal of Marketing Management, 27 (1-2). pp. 60-76. ISSN 0267-257X

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Abstract/Description

In this paper, we present data from an 18-month-long longitudinal study of a sample of 40 people who received a test for cancer and who were subsequently advised by health professionals on the dietary changes that would lead to improved health. This study investigates the ways that behaviour change is instigated (or not) and how people cope with these changes. We use the Stages of Change model to categorise people by their dominant behavioural response to the test (maintainers, recyclers, no change). From these categorisations, we develop an in-depth understanding of the experience of their behavioural response. By looking at the three possible behavioural responses in this way, we provide insights into the different cognitive, emotional, and behavioural response to the disease trigger. We evaluate the implications for social marketing theory and public policy makers.

Item Type: Article
Print ISSN: 0267-257X
Electronic ISSN: 1472-1376
Uncontrolled Keywords: Consumer behaviour; behavioural change; social marketing
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 5377
Depositing User: Dr Liz Logie-MacIver
Date Deposited: 15 Jun 2012 11:56
Last Modified: 19 Mar 2014 13:53
URI: http://researchrepository.napier.ac.uk/id/eprint/5377

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