what is social marketing? note: this is an evolving practice and will change

Source: Doug McKenzie-Mohr benefits preferred behaviour: barriers competitive behaviour: behavioural analysis

benefits preferred behaviour: (cycling) barriers competitive behaviour: (using a car) good exercise makes me feel good appreciate local area other people approve when I do it good for the environment saves money it’s easy to act it’s quicker it’s easier I can listen to the radio/music it’s what I’ve always done don’t have enough time wouldn’t feel safe I drive a fuel-efficient vehicle can’t due to health the weather makes it uncomfortable the journey to work is too far it’s expensive I feel guilty don’t know the routes I see others enjoying the cycle I’m doing other things for the environment others disapprove behavioural analysis: cycling vs using a car

Source: Drummond et al, Corporate Culture motivational analysis probability of action probability of attention

motivational analysis: cycling vs using a car probability of action probability of attention self-image fit me enjoys nature safety no accidents on my route control more travel choices belief you’re already committed; why not this need to know knowledge of routes fits into my life understand journey times personal belief makes me feel healthier social proof everyone’s doing it

two dimensional model of behavioural change

three dimensional model of behavioural change

the social marketing planning process Source: Corporate Culture 6 step Social Marketing Planning Process