Social Marketing
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<strong>Social</strong> <strong>Marketing</strong> Tools<br />
Understanding Determinants<br />
Determinants?<br />
What perceptions (attitudes, knowledge,<br />
etc.) determine a behavior. List some of<br />
the potential behavioral determinants.<br />
we will focus on:<br />
Determining Determinants:<br />
A lot of factors can influence behavior.<br />
This tool helps you consider<br />
some possibilities. Work backward<br />
from the behavior. To do a voluntary<br />
behavior, a person must intend to do<br />
it in a specific situation. That intention<br />
is influenced by personal, social<br />
and external factors. Consider first<br />
the intention you are targeting, then<br />
list the influences that might apply.<br />
Remember to reflect how external<br />
factors are filtered through personal<br />
attitudes and social norms.<br />
General, External Factors<br />
<strong>Social</strong> Influences<br />
Personal Influences<br />
Intention<br />
Behavior<br />
Step 3:<br />
In the next three boxes, list the<br />
personal, social and external<br />
factors that influence this intention.<br />
External factors would include<br />
things like gender, age, education<br />
and the price of a product.<br />
<strong>Social</strong> influences are based on the<br />
attitudes of others, such as social<br />
norms and attitudes about brands.<br />
Finally, there are the influences<br />
specific to each person, such as<br />
an individual’s psychosocial needs.<br />
Try to list as many of these as<br />
possible, remembering that external<br />
factors influence behavior<br />
only after being filtered through<br />
personal and social influences.<br />
Finally, go through you list.<br />
Step 2:<br />
What is it that the target audience<br />
intends to do? For example, you<br />
could say here that an aggressive<br />
driver intends to move quickly.<br />
Step 1:<br />
List the behavior you want to<br />
change. Remember to include both<br />
the audience and the action.