Andraesen (1995) states that for the social marketer ‘consumer behaviour is the bottom line’ (p. 14). In order to understand how to develop programmes that will bring about behavioural change we need to understand something about the nature of behaviour. The consumer behaviour literature typically borrows from the fields of sociology, psychology and social anthropology amongst others. There is a vast, and growing, body of knowledge on the subject and a few of the main elements will be discussed in this section.
Key elements of consumer behaviour include:
analysis of the factors which influence behaviour.
the role of motivation and attitudes.
consumer behaviour models.
Before we look at these, use the Government and Social Research website to research some of the core theories:
stages of change
social cognitive theory
exchange theory
You will find the information you need from Civil Service
OpenLearn - Social marketing Except for third party materials and otherwise, this content is made available under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 Licence, full copyright detail can be found in the acknowledgements section. Please see full copyright statement for details.