By Kathleen A. Brehony, Lee W. Frederiksen, Laura J. Solomon (auth.), Lee W. Frederiksen, Laura J. Solomon, Kathleen A. Brehony (eds.)
This is a publication that grew out of frustration. the disappointment was once rooted in our failed makes an attempt to assist humans regulate health-related habit. From a behavioral drugs viewpoint, it was once without problems obvious to us that there have been many stuff humans may do to enhance their healthiness. a few of these have been preventive behaviors, while others have been even more healing or rehabilitative in nature. positioned in a different way, there have been particular famous behavioral suggestions that individuals may well use to take care of or regain their sturdy well-being. but regardless of our solid intentions, enthusiasm, and substantial efforts, anything was once mistaken. humans dropped out of treatment or didn't keep on with behavioral prescriptions. Workshops and clinics have been half-empty. If humans might attend workshops or stick with healing courses, their well-being would receive advantages. but in our adventure and within the event of such a lot of our colleagues, compliance to therapy courses used to be a massive challenge. confronted with this type of state of affairs, you can still blame the victim-in this example the buyer. it's normal to listen to therapists speak of poorly prompted consumers, whinge that individuals are only now not attracted to bettering their well-being, or perhaps speculate approximately people's self-destructive trends. even if this can be comforting to the thera pist, it does little or no to unravel the matter. What was once wanted used to be an method of increase adherence to healing courses instead of comforting excuses for his or her failure. it's during this context that we turned uncovered to the world of social marketing.
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Extra resources for Marketing Health Behavior: Principles, Techniques, and Applications
The Chinese indoctrination program for prisoners of war. Psychiatry, May 1956, pp. 149-172. Sweden aims to forge a nonsmoking nation. New York Times, June 3, 1978. Wrong publicity may push drug use: UN chief. Chicago Sun Times, May 8, 1972, p. 30. 3 Analyzing Markets PATRICK E. MURPHY Organizations using social marketing techniques in the health field need to understand how to analyze their markets. The essential components of this market analysis are often regarded as the foundations upon which successful marketing programs are built.
Without social marketing thinking, it may be that the desired change has only a 10% chance of being achieved; the best social marketing plan may only increase this probability to 15%. In other words, some changes are relatively easy to effect, even without social marketing; others are supremely difficult to accomplish, even with social marketing. I will distinguish among four types of health-related changes of increasing difficulty to effect, namely, cognitive change, action change, behavioral change, and value change.
Chicago: American Marketing Association, 1980. Center for Disease Control. Adult use of tobacco 1975. S. Public Health Service, June 1976. Douglas, D. , Westley, B. , & Chaffee, S. H. An information campaign that changed community attitudes. Journalism Quarterly, Autumn 1970, pp. 479-492. , & Koder, P. Reducing cigarette smoking: An opportunity for social marketing. Journal of Health Care Marketing, January 1981, pp. 8-17. Hyman, H. , & Sheatsley, P. B. Some reasons why information campaigns fail.
Marketing Health Behavior: Principles, Techniques, and Applications by Kathleen A. Brehony, Lee W. Frederiksen, Laura J. Solomon (auth.), Lee W. Frederiksen, Laura J. Solomon, Kathleen A. Brehony (eds.)