Research Output

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

  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.

  • Type:

    Article

  • Date:

    30 November 2009

  • Publication Status:

    Published

  • Publisher

    Taylor & Francis

  • DOI:

    10.1080/02672571003676429

  • ISSN:

    0267-257X

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

Citation

Logie-MacIver, L. & Piacentini, M. G. (2009). Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model. Journal of Marketing Management. 27, 60-76. doi:10.1080/02672571003676429. ISSN 0267-257X

Authors

Keywords

Consumer behaviour; behavioural change; social marketing

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