Social Marketing and Behaviour Change: Models, Theory and Applications

ISBN-13: 9781782548140 / Angielski / Twarda / 2014 / 448 str.

Linda Brennan;Wayne Binney;Lukas Parker

Opis

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.