Community-based social marketing: effects on social norms

Lisa Schuster · Krzysztof Kubacki · Sharyn Robyn Rundle-Thiele

44 citations0/0 files storedJournal of Social Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Behavioral Health and Interventions Community Health and Development Media Influence and Health

Abstract

Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 44 citations exist upstream.

References

2017A Theory of Cognitive Dissonance 2008Nudge: improving decisions about health, wealth, and happiness 1977The “false consensus effect”: An egocentric bias in social perception and attribution processes 2000A Focus Theory of Normative Conduct: When Norms Do and Do not Affect Behavior 2006Personal, Family, Social, and Environmental Correlates of Active Commuting to School 2007Active Transportation to SchoolTrends Among U.S. Schoolchildren, 1969–2001 2006The relative influence of urban form on a child’s travel mode to school 2003Investigating multiple components of attitude, subjective norm, and perceived control: An examination of the theory of planned behaviour in the exercise domain

Cited by

2020The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption 2017An empirical examination of the ecological and cognitive active commuting framework 2019Impact of an Australian state-wide active travel campaign targeting primary schools 2019Declare or dispose: protecting New Zealand’s border with behaviour change 2024

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.