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comm4253_chap4_2020.pptxTheoretical Models and Frameworks in Social Campaigns
Chapter 4
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Role of Theories in Social Campaigns
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Identify and select the right audience segment(s) to target
Identify the right set of of behaviors and goals to pursue in the campaign
Gain a deeper understanding of target audiences to improve our ability to influence social behaviors
Develop the right marketing mix (4P’s) to influence behavior change or adoption beyond.
Self-Control Theory
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Self-control is defined as an individual’s ability to forego immediate or near-term pleasures that have some negative consequences.
Behaviors requiring self-control are said to “drain” individuals.
Has 2 important implications for social campaigns in terms of target behavior selection.
Choose target behaviors that require lower levels of self-control (
Propose sequential changes in behaviors that require high levels of self-control.
Goal-Setting Theory
Goals are best achieved when 5 principles are followed:
Clarity
Challenge
Commitment
Feedback
Task complexity
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Self-Perception Theory
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States that individuals often turn to observing their own behaviors to better perceive their self-concept.
Campaigns should strive to get individuals to enact multiple behaviors within a behavior category to promote long-term changes.
Key is to select behaviors that are consistent with a person’s self-concept.
Health Belief Model
T
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Describes a set of beliefs that either motivate or discourage people to take on certain health behaviors.
Health decisions made based on a cost-benefit analysis of the situation:
Perceived threat vs. perceived efficacy
Perceived benefits vs. perceived costs of doing the recommended behavior
Behavior adoption will only occur when perceived efficacy > perceived threat & perceived benefits > perceived costs.
Health Belief Model
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Perceived severity
Perceived susceptibility
Perceived benefits
Perceived costs
Cues to action
Behavior change will only occur under certain specific conditions.
Theory of Planned Behavior
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Developed to explain the relationship between attitudes and behaviors.
Behavior is best predicted by behavioral intention.
Behavioral intention is predicted by:
Attitude towards performing the behavior
Subjective norm associated with the behavior
Perceived behavioral control
Integrative Model: Extension of TPB
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Recently TPB has been reformulated to become the integrative model of behavioral prediction.
Integrative model provides 2 important additions to TPB
Attitudes, norms, and PBC are all influenced by a variety of background factors.
Environmental barriers can interfere with translation of intentions into actual behaviors.
Social Cognitive/Learning Theory
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The core determinants of health behavior change include:
Knowledge of risks and benefits
Perceived self-efficacy
Outcome expectancies for benefits & costs
Perceived facilitators and impediments
Self-efficacy can be increased via direct observation or vicarious observation as well as through reciprocal determinism.
Social Norms Theory
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Assumption is that in many situations, people misperceive norms due to:
Pluralistic ignorance
False consensus
Correction of misperceptions with disclosure of actual norms may help:
Decrease risky behaviors
Increase preventive behaviors
Increase discussion of controversial or sensitive social problems
Norms can either be explicit or implicit in nature, as well as subjective or personal.
Social Norms Theory
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Two main types of norms are targeted in social campaigns: Descriptive and injunctive norms.
Each type of norm motivates social behavior for a different reason.
Misperception of norms more commonly occur under certain conditions:
Behavior is highly visible and public
Greater coverage or portrayal in the media
High level of social distance from the comparison source
Extended Parallel Process Model
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Theory explains the conditions under which fear appeals succeed and fail.
Evaluation of fear appeal initiates two message appraisals:
Threat appraisal
Efficacy appraisal
Threat appraisal occurs first before efficacy appraisal
Four possible combinations after message appraisals:
Low threat & low efficacy
High threat & high efficacy
Low threat & high efficacy
High threat & low efficacy
Anger Activism Model
Anger is triggered by awareness of the obstruction of a goal and motivates removal of barriers.
Extent of activism to perform the target behavior depends on several factors:
Level of anger experienced
Level of efficacy perceived
Prior attitudes about the target behavior
Four clusters based on the model:
Activist group.
Empowered group
Angry group
Disinterested group
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Negative State Relief Model
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Argues that people are by nature motivated to “get rid of feelings of negative affect, while desiring feelings of positive affect. “
Emotional appeals designed to elicit sadness, guilt, and compassion are some common approaches to motivate social behaviors.
Different triggers are needed to elicit the right emotions in the audience:
Sadness
Guilt:
Compassion
Additional Frameworks
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Nudge framework & behavioral economics
Nudges are defined as indirect suggestions
Behavioral economics remind us that people do not always act rationally in making behavior decisions
Examples of nudge campaigns include:
Grocery stores
Would you like to downsize that?
Red light/green light system
Additional Frameworks
Science of habit framework
Researchers have identified 3 components that make up any given behavioral habit (Cue, routine, and reward)
Hierarchy of effects model
Six levels are:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Hierarchy can be broken up into 3 key areas of focus for a campaign to create impact
Cognitive impact
Affective impact
Conative impact
Campaigns can try to promote good habits or alter bad habits
