Social Marketing and Behaviour Change

Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, RMIT University, Wayne Binney, Marketing and Educational Consultant, Lukas Parker, Professor of Communication, School of Media and Communication, RMIT University, Torgeir Aleti, Lecturer, Monash University and Dang Nguyen, Research Fellow, RMIT University, Australia

• Contents:Acknowledgments1. IntroductionPART I: THEORIES AND THEIR USES IN SOCIAL MARKETING2. Theories and Their Uses in Social MarketingLinda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen PART II: RATIONAL – ECONOMIC MODELS (COGNITIVE MODELS)3. Rational Economic Models (Cognitive Models)Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 4. Case study: Using the Theory of Planned Behaviour to Assess Blood Donation Intentions amongst African Migrants in AustraliaAhmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M. N. Renzaho 5. Rational Economic Models (Cognitive Models) Summary PART III: BEHAVIOURAL MODELS (CONATIVE MODELS)6. Behavioural Models (Conative Models)Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 7. Case study: Using Social Cognitive Theory and Social Support Coping Theory to Improve Breastfeeding Duration Rates: MumBubConnectRebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton 8. Behavioural (Conative Models) Models Summary PART IV: EMOTIONAL MODELS (AFFECTIVE MODELS)9. Emotional Models (Affective Models)Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 10. Case study: Hello Sunday Morning!: Towards ‘Practices’ of Responsible DrinkingMarie-Louise Fry 11. Emotional Models (Affective Models) SummaryPART V: SOCIO-CULTURAL ECOLOGICAL MODELS12. Socio-cultural Ecological ModelsLinda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 13. Case Study: Micro-meso-level Theory – Consumer Socialization and Consumption of ClothesKarin M. Ekström 14. Case Study: Meso-Macro Level Theory – DrinkWise: Investing in Generational Social ChangeJosephine Previte, Linda Brennan and John Scott 15. Socio-cultural Ecological Models SummaryPART VI: MULTI-THEORY MODELS16. Multi-theory ModelsLinda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 17. Case Study: ‘Greenwich Get Active’ – Mobilising a Whole Community to Get ActiveMatt Howick 18. Case Study: Waves of Change – Collaborative Design for Tomorrow’s WorldChristine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly, David Murphy, Michael Hogan and Benjamin Broome 19. Multi-theory Models Summary PART VII: ‘BUYING’ OR ‘CONSUMER’ BEHAVIOUR DECISION MODELS20. ‘Buying’ or ‘Consumer’ Behaviour Decision ModelsLinda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 21. Case Study: Which Theory is More Effective for Predicting Hotel Guest Participation in Towel and Linen Reuse Programs, Social Influence Theory or Attribution Theory?Walter Wymer 22. ‘Buying’ or ‘Consumer’ Behaviour Theories Summary PART VIII: SOCIAL CHANGE MODELS IN SOCIAL MARKETING23. Social Change Models in Social MarketingLinda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 24. Case Study: A Social Marketing Approach for Increasing Community Coalitions’ Adoption of Evidence-Based PolicyAlyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney, James H. Lindenberger, Mark A. Swanson, Anthony D. Panzera, Mahmooda Khaliq, Brian J. Biroscak and Ashton P. Wright 25. Social Change Models in Social Marketing Summary PART IX: SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE?26. Social Marketing and Behaviour Change: Where to From Here?Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang NguyenIndex

'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the selected theories. I was amazed by its breadth and scope. Highly recommended reading.'--Michael Rothschild, University of Wisconsin, Madison