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Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model

Logie-MacIver, E and Piacentini, M G (2011) Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model. Journal of Marketing Management, 27 (1 & 2). pp. 60-76. ISSN 0267-257X

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    Abstract

    In this paper, we present data from an 18-month-long longitudinal study of a sample of 40 people who received a test for cancer and who were subsequently advised by health professionals on the dietary changes that would lead to improved health. This study investigates the ways that behaviour change is instigated (or not) and how people cope with these changes. We use the Stages of Change model to categorise people by their dominant behavioural response to the test (maintainers, recyclers, no change). From these categorisations, we develop an in-depth understanding of the experience of their behavioural response. By looking at the three possible behavioural responses in this way, we provide insights into the different cognitive, emotional, and behavioural response to the disease trigger. We evaluate the implications for social marketing theory and public policy makers.

    Item Type: Article
    Journal or Publication Title: Journal of Marketing Management
    Subjects:
    Departments: Lancaster University Management School > Marketing
    ID Code: 45430
    Deposited By: ep_importer_pure
    Deposited On: 11 Jul 2011 19:31
    Refereed?: Yes
    Published?: Published
    Last Modified: 09 Apr 2014 22:31
    Identification Number:
    URI: http://eprints.lancs.ac.uk/id/eprint/45430

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