Social marketing managers promote desired behaviors to the audience by tangibilizing them in the form of environmental opportunities and by enhancing benefits and reducing barriers of the desired behaviors and often utilize this framework to promote physical activity among adults. However, managers fail to include several of the important concepts of this framework that are commonly called ‘benchmarks’. This study investigated various types of behavior change interventions under a “social marketing continuum” to assess whether the number of benchmarks and the role of specific benchmarks influence the effectiveness of physical activity promotion efforts. Method: A systematic review of social marketing interventions available in 99 academic studies published between 1997 and 2013 revealed 173 conditions in 92 interventions. Results: Findings based on chi-square, Mallow’s Cp, and Logical Analysis of Data tests revealed that the presence of more benchmarks in interventions increased the likelihood of success in promoting physical activity. The presence of more than 3 benchmarks improved the success of the interventions; specifically, all interventions were successful when more than 7.5 benchmarks were present. Further, primary formative research, core product, actual product, augmented product, promotion, and behavioral competition had a significant influence on the effectiveness of interventions. Conclusions: Social marketing is an effective approach in promoting physical activity among adults when a substantial number of benchmarks are employed and when managers understand the audience, make the desired behavior tangible, and promote the desired behavior persuasively.
About the Speaker
Sameer Deshpande is Associate Professor of Marketing in the Faculty of Management and a member of the Centre for Socially Responsible Marketing at the University of Lethbridge, Canada and currently a Visiting Associate Professor in the Department of Communications and New Media at the National University of Singapore. He serves as the co-editor of Social Marketing Quarterly and as the board member of the International Social Marketing Association. Over past 15 years Sameer has worked on numerous social marketing research projects. These have included understanding application of marketing principles to promote a variety of behaviors including responsible alcohol use among college students, alternative rides to reduce driving after drinking among young adult men, alcohol abstinence among pregnant women, hand hygiene among healthcare workers, and condom use among men of reproductive age. In addition to conducting research and publishing its findings in academic journals, Sameer has also conducted training programmes and offered consultancy on social marketing topics to nonprofit, government, and corporate sector in India, Canada, Australia, U.S., and U.K.
Date: 26 Aug 2015, Wednesday
Venue: CNM Meeting Room, AS6, #03-33