دانلود رایگان مقاله انگلیسی به چالش کشیدن رویکرد برنامه ریزی شده رفتار در بازاریابی اجتماعی - امرالد 2017

Abstract

Purpose – There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding. Design/methodology/approach – An online survey of 1,275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses. Findings – The findings demonstrate emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships, while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced), the behavioral drivers change. Practical implications – This research demonstrates an emotion, and experience-focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors. Originality/value – This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.

Conclusion, limitations and future research directions

This model should not be regarded as a solution to complex behavior intervention and policy problems, but as a tool to be applied in the process of developing interventions with the segments in question. Tools should be developed to understand consumers’ experience with a social behavior and assist them to achieve their behavior change goals through confidence building and accurately anticipating their emotions. Applying the marketing concept of exchange to complex behaviors provides insights that allow marketers and policy makers to develop cost-effective interventions and institutional policies to achieve behavioral outcome objectives. For example, creating an exchange, consumers will value based on their anticipated emotions by providing them with emotional tools aimed at increasing their behavioral confidence. This may be generalizable to other social behaviors and family products and services, particularly those including other people or children as end users of the decisionmaking process. For example, other social behaviors include household food consumption, physical activity, domestic violence–respectful relationships and alcohol consumption. More general family products and services include education, mother and baby products, feeding products, services for mothers, services for babies, childcare and medical services. In all of these domains, marketing processes and service interfaces with customers are becoming increasingly important to ensuring consumers’ experiences are positive and supportive to maintaining desired behavioral outcomes. Future research is required to understand other important variables for changing complex social behaviors and how these interact over time.