Social Marketing

Research 29
Behavioral Science
These questions are simple, but they are based upon some cornerstones of behavioral science.
First, the questions about like and dislike are related to our growing understanding of how
perceived consequences affect behavior. The second set (hard/easy) is related to self-efficacy
- our feeling of adequacy to perform a new behavior. And finally, social norms suggest that
people do things to please or follow people that they admire. So, the last two questions try to
probe people’s feelings about those influencers. Here’s a simple way to remember these three
determinants:
Perceived consequences = FUN
Self-efficacy = EASY
Social norms = POPULAR
Put simply, if you can find a way to make your new behavior fun, easy, and popular with your
audience, you have a good chance of succeeding. But remember, what is “fun” for one person
may be “work” for another. What is easy for one may be hard for another. And obviously, we
all look to slightly different people for approval. Therefore, you need research to answer these
questions adequately.
Findings from applying behavioral science may require you to go back and refine your target
audience. Suppose you want to address young women ages 18-24 but find out that they have
nothing in common except that they don’t buy CFLs. However, you also learn that, at age 24,
men are reading light bulb packages and learning to identify with a type of bulb they continue
to embrace for years. You might re-define your target audience.
Theory and Practice
In the preceding paragraphs, we have described a good general approach to understanding
a behavior. It is also important to examine three specific behavioral theories and what they
bring to designing social marketing programs. These theories, social learning theory, stages
of change, and diffusion of innovation, have all influenced the practice of social marketing and
thinking about them in relation to your project can lead to valuable insights.
Social Learning Theory (or the role of social norms)
The social learning theory was developed by Albert Bandura in the 1970s, through his research
on learning patterns and cognitive skills. In this theory, human behavior is explained in terms of
a three-way dynamic in which personal factors, environmental influences, and other responses
continually interact to influence behavior.
Social Marketing Behavior A Practical Resource for Social Change Professionals