Comm 168 – Soc Marketing Exam – Flashcards
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WWII
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Comm starting to get studied more. Grants given to find ways to persuade people to support war.
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Social Marketing
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Marketing principles used for social issues.
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Invisibility of Privilege
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Privilege is invisible to those who have it.
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Problem with individualizing Racism
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- Separates individual from structures that cause it. - Suggests it is anomaly
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Getting rid of problem like racism
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- Educate the youth, ANT THEIR EDUCATORS.
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Normalization of Privilege
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Members of society are judged, and succeed or fail measured against the characteristics that are held by those privileged.
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Extreme Suffering
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Premature and painful illness... as well as torture and rape. More insidious assaults on dignity, such as institutionalized racism and gender inequality, are also acknowledged by most to cause great and unjust injury.
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Structural Violence
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Suffering "structurely" by historically given processes and forces that conspire to constrain you.
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Axes of Oppression
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Gender, Race/Ethnicity, and Socio-economic Status
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Gender (Axes of Oppression)
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Men domniate political, legal, and econ structures. Women suffer from domestic violence, rape, and maternal morality.
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Race/Ethnicity (Axes of Oppression)
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Race used as a sort of class system. Has been used across world to create diff systems of laws and access.
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Socio-Econ Status
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Econ Status crosses every axis in deep ways and sharply shapes life experiences.
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Intersectionality
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Forms of oppression inter-relate. EX: Oppressed through race and gender.
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"White Savior"
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White person helps those who are less privileged with THEIR idea of what is help (not by asking the struggling community what they need). EX: Helping Native Americans by pushing American like structures/norms on them.
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Audeince Focus
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Segment audience and choose particular focus carefully.
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Social Marketing V. Commercial Marketing
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(1) Societal Gain V. Financial Gain. (2) Behavior is Competitor V. Another company as competitor. (3) Financial Resources of Competition. (4) Difficulty of Changing Health Behaviors V. Purchasing Behavior.
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Levels of Action
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Short-term Change & Long-term Change broken into 3 levels. (1) Individual Level [Personal]. (2) Group-Level [Social]. (3) Societal-Level.
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Short-Term Change: Individual Level [Personal]
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Focus on individual behavior change. EX: Don't bully on a particular day.
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Short-Term Change: Group-Level [Social]
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Want to change norms. EX: Make bullying unacceptable at one school.
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Short-Term Change: Societal-Level
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Want to change policy. EX: Stricter policies against bullying.
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Long-Term Change: Individual Level [Personal]
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Want to change a person's lifestyle. EX: Don't ever bully.
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Long-Term Change: Group-Level [Social]
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Want organizational change. Ex: Don't ever bully.
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Long-Term Change: Societal-Level
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Want socio-cultural evolution. EX: healthier climate for children's growth.
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Transformative Social Marketing
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Using Value Space, Scope, and Design to create a marketing campaign.
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Scope (Transformative Social Marketing)
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- CO-CREATION (Working with partners not on them). - Promote CONVERSATIONS. - Value relationships and build COMMUNITIES. - alter MARKETS.
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Value Space (Transformative Social Marketing)
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- Prioritize Communities DIGNITY. - Make HOPE visible. - Build LOVING relationships. - Build TRUST in campaign.
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Design (Transformative Social Marketing)
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- HONOR People (Retarded vs. Handicapped). - Understand their VALUES. - Teach communities how to engage with needed SERVICES. - ENHANCE EXPERIENCES (Persuasive work connects w/audience)
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Place
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Where and when target audience will perform desired behavior, acquire any related goods, and receive any associated services.
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Implications on Place
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Want to understand physical, social, and cultural environment in which that behavior occurs.
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3 Questions about Audience behavior
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1) does audience have OPPORTUNITY to engage in behavior? 2) Does audience have ABILITY to engage in behavior? 3) Does adueince have MOTIVATION to engage in behavior?
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Example of Local Places
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Homes, Schools, Neighborhoods, Places or worship, and Bars.
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Example of Distant Places
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Iowa Politics, Supreme Court, Wall Street, and Middle East.
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4 Aspects of Place
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(1) Availability of Products/services. (2) Physical structure of environment. (3) Social Structure (Laws and policies) and enforcement. (4) Social attitudes (media and cultural messages)
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Ways to make actions more Convenient (Place)
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(1) Make Location closer/more accessible. [EX: flu shots at malls, blood drives on campus.] (2) Extend Hours. [EX: Voting by mail as an option.] (3) Be there at point of decision-making. [EX: Drug testing area at raves.] (4) Make location more likely to produce behavior. [EX: Adding bike lanes to separate bikers and cars.] (5) Be more accessible than competition. [EX: Making nutritious food more accessible than junk food.] (6) Make location less likely to produce negative behavior. [EX: adding tax on cigarettes].
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Attitudes role in Place
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Attitudes are critical in community. Attitudes shape behavior.
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Emapthy
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Feeling with people. Being understanding, recognize emotion, perspective taking, and create connection.
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Sympathy
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Feeling Pity. Often not helpful.
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Understanding Audience
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- Understand what your audience acts the way it does. - Understand their primary values. - Understand their motivations.
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Understand Audience Current Behavior
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What are the benefits and costs of their current behaviors.
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Understand the audience desired behavior.
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- What are the barriers. - What are costs of new behavior. - What are perceived benefits of new behavior.
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Understanding the Exchange: Intoxication Culture. Perceived benefits of intoxication.
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Pleasure Seeking: feels good, makes you happy, feel like part of group. Is seen as rite of passage.
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Understanding the Exchange: Drug Driving
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Lower perception of risk. Perceived benefits to drug driving. Drug as unplanned activity that makes planning difficult.
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Understanding the exchange: Drug Driving. Barriers
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- Buses stop at 11. - Buses dont go to many places. - Taxis too expensive and dangerous. - Costs of sleeping at someone else's house.
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Exchange
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Trade of tangible and/or intangible resources between 2+ parties.
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Things to know about your campaign.
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(1) Product you are offering. (2) What are the cost and benefits. (3) What are the barriers.
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Diffusion
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Process thru which innovation spreads via certain comm channels over time among members of a social system.
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Types of Innovation
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(1) Commencement Innovation. (2) Cessation Innovation. (3) Prevention Innovation.
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Commencement Innovation
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Work to see adoption of behavior.
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Cessation Innovation
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Work to stop adoption of behavior. (People already do behavior)
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Prevention Innovation
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Work to prevent behavioral adoption. (People are starting to adopt behavior)
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Innovation - Decision Process
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(1) KNOWLEDGE of innovation. You have to help people gain knowledge toward innovation. (2) PERSUASION formation of + or - attitudes toward innovation. (3) DECISION to adopt or reject innovation. (4) APPLICATION of innovation. (5) CONFIRMATION of an application of decision.
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Change Agents
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People who try to induce change.
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Adopters
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People that adopt new behaviors
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Type of Adopters
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(1) Innovators. (2) Early Adopters. (3) Early Majority. (4) Late Majority. (5) Laggards.
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Rate of Adoption
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How fast a population adopts a behavior.
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Innovators (Type of Adopters)
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The first to take on/use innovation. Done by risk-takers. Has high uncertainty.
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Early Adopters (Type of Adopters)
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People who are a bit less comfortable with uncertainty. They are the next to accept innovation after innovators.
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Early Majority
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When 1/3 of population adopts innovations.
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Late Majority
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Low risk-taking. Adopt innovation late in campaign. Rely on peer pressure.
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Laggards
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Skeptical of Innovation.
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Factors that determine rate of Adoption
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- Perceived advantage of adopting innovation. - Complexity of innovation (Less complex -> faster adoption). - Triability (how easy people can try it) - Observability of Innovation. - Network strength & connectedness. - Social position of innovators & early adopters. - Exposure to innovators and early adopters.
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Applying Innovation to campaigns
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- Target Innovators. - Be aware of factors affecting rate of adoption. - Don't forget the role of cultural benefits.
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Transtheoretical Model of Change
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Stages people go through when changing behavior.
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Problem with most Interventions.
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Target People as if they are ready to change.
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Stages of Transtheoretical Model of Change
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(1) Precontemplation. (2) Contemplation. (3) Preparation. (4) Action. (5) Maintenance. (6) Termination.
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Precontemplation (Transtheoretical Model of Change)
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Unaware of problem. Strategy: Create awareness; change values and beliefs.
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Contemplation (Transtheoretical Model of Change)
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Aware of problem and want to change. Strategy: Persuade and Motivate.
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Preparation (Transtheoretical Model of Change)
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Intends to take action. Strategy: Educate.
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Action (Transtheoretical Model of Change)
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Practices desired behavior. Strategy: Facilitate Action.
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Maintenance (Transtheoretical Model of Change)
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Already changed behavior and wants to maintain change. Strategy: Reinforce changes.
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Termination (Transtheoretical Model of Change)
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Behavior is no longer temptation. Have complete confidence in control. Some may never reach this.
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Self-efficacy
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Confidence in one's percieved ability to do what she/he wants, needs, or tries to do.
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Role of Self-efficacy
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Self-efficacy beliefs are a mediator between knowledge and action.
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Mastery Experiences
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When you succeed in something. Next time you approach it, you know how to do it.
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Risk of Failure
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When you fail at something, next time you approach it you perceive yourself as less capable of handling it.
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Vicarious Experiences Through Social Models
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learning through the experiences of people like you.
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Social Persuasion
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Persuaded to change behavior by others in society.
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Emotions and Efficacy
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Happiness --> more efficacy. Sadness --> less efficacy.
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Benefits of Self-efficacy
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- Success. - Resilience to failures. - Try multiple times.
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Costs of Too Much Self-Efficacy
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Unrealistic Levels of Efficacy --> Failure. High Coping Efficacy --> Risky Behavior.
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Fear Appeals
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Imply some sort of risk/fear to cause behavior change.
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Fear Appeals: Threat Component
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Must consider severity of threat and susceptibility to threat.
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Fear Appeals: No Response
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When THREAT IS LOW and there is NO RESPONSE then message is not processed and efficacy is not considered.
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Fear Appeals: Control the Danger
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When THREAT IS HIGH and EFFICACY IS HIGH then people control danger and protect selves. THEY ACCEPT MESSAGE. This is what you want.
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Fear Appeals: Control Fear
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When THREAT IS HIGH and EFFICACY IS LOW then people control their fear. THEY IGNORE MESSAGE. Don't want this.
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Creating high threat message. (Fear Appeals)
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It is personal and vivid (noise, language, vision, etc.)
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Creating high efficacy message. (Fear Appeals)
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Explains how to do recommended response. Addresses barriers, gives evidence of behavior's effectiveness, and may role play desired behavior.
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Social Comparison Theory
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People compare self to others who are similar to you. This offers guidance on attitudes and behavior. (Downward & Upward Comparisons)
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Downward comparison (Social Comparison Theory)
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Comparing yourself to someone who is "Below' you. This helps with self esteem.
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Upward comparison (Social Comparison Theory)
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Comparing self to someone who is "better" then you. Hurts self-esteem.
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Bystander Effect
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When you don't act because you are with many people who are also not acting. EX: Woman falls and becomes conscious on street. No one does anything so when you see her you dont do anything either.
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Causes of Bystander Effect
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Uncertainty and assumption that others will act.
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Dyadic Effects
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Being effected by a specific person (EX: spouse).
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Marriage Effects
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when you are influenced directly by the behavior of your spouse.
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Widower Effect
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When someone dies just after their spouse dies.
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Non-spousal Effects (things that effect others)
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Disability among family members, health behavior among friends, and breast cancer & mammography motivation.
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Social Norms: Primary Premise
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We are influenced by our perceptions of others' behavior.
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Social norms: Primary Suggestion
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Focus campaigns on majority healthy behaviors, as opposed to minority unhealthy behaviors.
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Social Norms: Assumptions of Approach
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Behavior is shaped by how we THINK our peers behave. People over-perceive negative behavior of their peers.
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Types of Misperceptions
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Misperception of Majority and Misperception of minority.
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Pluralistic Ignorance (Misperception of Majority)
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Majority who engage in healthy behavior incorrectly believe they are in minority when they are actually in majority.
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False Cosensus
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People incorrectly think that they are in majority when they are in minority.
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Social Norms Campaigns how to.
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(1) Gather Data on Norms. (2) Raise awareness for underestimated positive majority behaviors or overestimated minority behaviors. (3) Help form more accurate perceptions. (4) More people act with positive norms.
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Social Judgment Theory
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Change people's attitudes using Latitude of Rejection (LR), Latitude of Acceptance (LA), and Latitude of Non-commitment (LNC).
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Elaboration Likelihood model (ELM)
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Individuals process info in either central processing or peripheral processing. and this effects how you form a message.
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Central Processing (ELM)
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Used when person has high ability and is highly involved with issue. Focused on argument quality.
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Peripheral Processing (ELM)
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Used when personal involvement is low and/or processing ability is low. Focused on delivery of message more then just message.
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Sequential Persuasion Strategies
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Foot in the Door and Door in the Face.
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Foot in the Door (Sequential Persuasion Strategies)
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Get presence known. Begin with small request most would do, follow with larger request. Focuses on consistency.
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Door in the Face (Sequential Persuasion Strategies)
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Ask for initial requests so large that most reject it. Follow with 2nd moderate requests.
