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Based on a modified version of the theory of planned behavior (Ajzen, 1985), a general model for the evaluation of social interventions is developed. Whilst common practice defines campaign success in terms of absolute levels of the target variables, the present approach stresses changes in their structure. A structural equation model is outlined that allows to simultaneously test both aspects. As an example application, the 1996-1999 generic advertising campaign for fresh fish in Denmark is evaluated. Results indicate that the campaign has (a) changed the level of the target variables in the desired direction, (b) eliminated the influence of those inhibitory conditions that had been responsible for the low consumption figures, and (c) strengthened the influence of facilitating conditions.
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