Purpose – The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine‐grained understanding of human behavior. Design/methodology/approach – This is a conceptual paper that presents a review of several theoretical approaches to human cognition and behavior and their implications regarding social marketing campaigns. Findings – It is concluded that the assumptions underlying traditional models of behavior need to be revised, especially the assumption that human beings are rational decision makers – the prototypical homo economicus . Behavioral science has revealed that people are far from being rational and are prone to be influenced by myriad factors, some deemed irrelevant under rational models. Social marketing interventions have greater probability of success when they rely on more realistic assumptions of human behavior. Research limitations/implications – Social marketing needs to embrace the contributions of the several disciplines and lines of research centered on the study of all facets of human behavior, such as behavioral economics and dual‐system framework. Practical implications – The main implications are: the recommendation to assume people are running on their System 1 when they are in contact with social marketing campaigns, the need to consider the interplay of systems and selves over time, the recommended emphasis on place strategies, and the need to avoid cash incentives and silver bullets. Originality/value – The value of this paper is in contrasting the assumptions of traditional models of cognition and behavior widely used in social marketing with the evidence from several lines of research portraying influences in human behavior not accounted by those models.
Journal of Social Marketing – Emerald Publishing
Published: Jul 5, 2013
Keywords: Social marketing; Consumer behaviour; Cognition; Social marketing theory; Consumer attitudes; Theory of planned behaviour
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera