Using a social marketing approach to develop a pro-diversity intervention
Using a social marketing approach to develop a pro-diversity intervention
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DOI：
10.1108/jsocm-09-2020-0174
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发表时间：
2021-08-04
影响因子：
2.4
通讯作者：
Campbell, Mitchell Robert
中科院分区：
文献类型：
--
作者：
Brauer, Markus;Dumesnil, Anissa;Campbell, Mitchell Robert
目的尽管经过了半个多世纪的学术研究，但相对较少的方法被证明能可靠地改善现实世界中的群体间关系。本文旨在运用社会营销学的方法，在大学环境中设计一种有利于多样性的干预。设计/方法/方法我们进行了广泛的定性、定量和观察性背景研究，以确定能够提高干预效果的因素。焦点小组和调查使我们能够确定目标受众、目标行为以及相关的障碍和好处。背景研究的结果表明，增加包容性行为比减少歧视行为产生的影响更大。在此研究的基础上，本研究确定了一个最佳的目标受众是那些对多样性持相对积极态度但较少参与包容性行为的学生。本文运用行为科学的相关理论，设计了一种促进一小部分包容性行为的干预措施，并解决了相关障碍和好处。干预的形式是一页有针对性的信息，教师可以将其添加到他们的课程教学大纲中。该页面传达了禁止性和描述性规范，强调了行为包容的好处，并提供了具体的行为建议。原创性/价值研究将社会营销方法应用于一个新领域。这一方法代表了一种通过促进包容性和减少歧视行为来促进多样性、公平和包容性的新方式。
Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.