Marketing social norms: Social marketing and the 'social norm approach'
Marketing social norms: Social marketing and the 'social norm approach'
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DOI：
10.1002/cb.1395
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发表时间：
2013-01-01
影响因子：
4.3
通讯作者：
Patel, Kavita
中科院分区：
文献类型：
--
作者：
Burchell, Kevin;Rettie, Ruth;Patel, Kavita
本文的灵感来自观察，社会规范的方法（SNA）社会可取的行为变化，也就是说，告诉人们很多其他人做什么保留了社会营销从业者和学者之间的灰姑娘角色的东西。因此，本文的目的是使社会规范方法引起更广泛和具体的市场营销和社会营销受众的关注，希望该方法的实践，研究和批判性分析能够得到拓宽和深化。我们开始这项任务的背景追溯到它的起源在心理学和社会心理学，并讨论了一些典型的社会规范运动。此后，我们回顾了成功的社会规范运动的四个关键特征。在我们的讨论中，我们回到了一个更理论化的讨论，社会规范的方法是如何工作的，我们提出了一些问题，从文件中出现。版权所有（c）2012约翰威利父子有限公司
This paper is inspired by the observation that the social norm approach (SNA) to socially desirable behaviour change that is, telling people about what lots of other people do retains something of a Cinderella role among social marketing practitioners and academics. Thus, the objective of this paper is to bring the social norm approach to the attention of a wider and specifically, marketing and social marketing audience, in the hope that the practice, study and critical analysis of the approach can be widened and deepened. We begin this task by tracing the background of the social norm approach to its origins in psychology and social psychology and by discussing a number of typical social norm campaigns. Thereafter, we review four key characteristics of successful social norm campaigns. In our discussion, we return to a more theoretical discussion of how the social norm approach works, and we pose a number of questions that emerge from the paper. Copyright (c) 2012 John Wiley & Sons, Ltd.