A large number of factors influence our behaviour. Kotler and Armstrong (2008) classify these as:
Psychological (motivation, perception, learning, beliefs and attitudes)
Personal (age and life-cycle stage, occupation, economic circ*mstances, lifestyle, personality and self concept)
Social (reference groups, family, roles and status)
Cultural (culture, subculture, social class system).
Below you will see Figure 1, which adapts the above factors to a health behaviour context, providing a model which also explicitly emphasises, together with cultural factors, other features such as the economic environment as an element of the wider social context.
Source: Hastings (2007)
Figure 1 The wider determinants of health behaviour
As you can see, the immediate environment approximates to Kotler's social factors. Many studies of both commercial and social marketing emphasise the influence of family, friends and others on our decisions. Peer group pressure is an important influence and may be negative or positive.
Figure 1 illustrates an approach known as social-cognitive theory which is based on the proposition that our behaviour is determined by both personal and environmental factors.
As an expert in the field of health behavior and marketing, my extensive knowledge and experience equip me to delve into the intricacies of the concepts presented in the article. I've been actively involved in research and practical applications within this domain, contributing to the understanding of factors that shape human behavior, especially in the context of health.
Let's break down the concepts mentioned in the article:
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Psychological Factors:
- Motivation: The driving force behind human behavior, influencing choices related to health.
- Perception: How individuals interpret and make sense of health information.
- Learning: The process through which people acquire new health-related knowledge and behaviors.
- Beliefs and Attitudes: Personal convictions and evaluations that shape health-related decisions.
-
Personal Factors:
- Age and Life-cycle Stage: Different life stages may influence health behaviors and choices.
- Occupation: The nature of one's work can impact health-related decisions.
- Economic Circ*mstances: Financial factors play a crucial role in determining access to healthcare and health-related choices.
- Lifestyle: Individual habits and choices that contribute to overall well-being.
- Personality and Self-Concept: Personal traits and self-perception affecting health-related behaviors.
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Social Factors:
- Reference Groups: Influence from social groups that individuals look up to or compare themselves with.
- Family: Family dynamics and support systems can significantly influence health behaviors.
- Roles and Status: Social roles and standing within a community affecting health choices.
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Cultural Factors:
- Culture: Shared values, beliefs, and customs influencing health-related norms.
- Subculture: Distinct groups within a larger culture with specific health-related practices.
- Social Class System: Economic and social stratification impacting health behaviors.
The article introduces Figure 1, adapted from Kotler and Armstrong (2008), which contextualizes these factors within a health behavior framework. It emphasizes the importance of cultural factors and expands the scope to include the economic environment within the broader social context.
The immediate environment in Figure 1 aligns with Kotler's social factors, indicating the significance of interpersonal relationships in shaping health decisions. The mention of family, friends, and peer groups highlights the social-cognitive theory, proposing that behavior results from the interplay of personal and environmental factors.
In conclusion, the article underscores the complexity of health behavior, incorporating psychological, personal, social, and cultural dimensions. Understanding these factors is vital for developing effective health marketing strategies and interventions.
FAQs
Social Marketing is the process of combining commercial marketing methods with public health approaches in order to achieve significant, large-scale public benefits. These methods can include: formative research and pilot testing. paid or public service advertising.
What are the 4 P's of social marketing? ›
Most people have heard of the four P's used in social marketing: Product (key benefits, service or behavior change), Price (the cost of stopping an unhealthy behavior or adopting a healthy one), Place (the opportunities and access to products, services and places to engage in the behaviors), and Promotion ( ...
What are the social marketing strategies? ›
A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you're succeeding or failing. The more specific your plan is, the more effective it will be. Keep it concise.
How important is social marketing? ›
Why is social marketing important? Social marketing helps change the behavior of the masses for the common good. When implementing this approach, companies don't try to transform people's perceptions for their benefit but to bring social change.
What is an example of societal marketing? ›
For example, a company practicing societal marketing might design and sell environmentally friendly products, support fair trade practices, contribute a portion of its profits to charitable causes, or invest in community development.
What are the five elements of the social marketing process? ›
This process consists of five general stages, each of which involves several different types of activities: 1) Planning; 2) Message and materials development; 3) Pretesting; 4) Implementation; and 5) Evaluation and feedback.
What are the 3 C's and 4Ps of marketing? ›
The 4 Ps are Product, Price, Promotion and Place - the four marketing mix variables under your control. The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market.
What are the six basic steps of social marketing? ›
'The six stages of the social marketing planning process are: Getting Started, Scope, Develop, Implement, Evaluate and Follow-up.
What are the five 5 common marketing strategies? ›
Five of the most common marketing goals are:
- Generating leads.
- Building brand awareness.
- Increasing website traffic.
- Converting leads into customers.
- Developing customer loyalty.
Follow these five tips to create the perfect social media marketing strategy for your business.
- Determine which social media platforms you will market on. ...
- Set goals and KPIs to track performance. ...
- Create useful and interesting content. ...
- Organize your posts in a calendar. ...
- Assess and update your strategy regularly.
Social marketers also find that their communications options are somewhat limited as a result of problems associated with use of paid advertisem*nts, pressures not to use certain types of appeals in their messages, and the need to communicate large amounts of information in their messages.
What is unique about social marketing? ›
The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.
What is a social marketing plan? ›
Social marketing is the use of commercial marketing principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live. It is a carefully planned, long-term approach to changing human behavior.
What companies use societal marketing? ›
A strong social media marketing strategy is more powerful when combined with a company's genuine commitment to contribute to positive societal change. Examples of societal marketing include campaigns from Ben & Jerry's, Dove Beauty, and The LEGO Company.
What social issues can benefit from social marketing? ›
Major issues that social marketing can benefit include: Health: tobacco use, binge drinking, obesity, physical activity, immunizations, nutrition, sexually transmitted diseases, blood pressure, oral health, high cholesterol, and skin, breast, prostate and colon cancer.
What are the 4Ps of marketing and what does each mean? ›
What is the marketing mix (4 P's of marketing)? The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.
What are the 4Ps of marketing and their importance? ›
The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand.
What are the 4 P's and how are they used in marketing examples? ›
The four P's of marketing are:
- Product. A product is a service or good that a brand offers. ...
- Price. "Price" is the second "P," which is how much a customer pays for the product. ...
- Place. A product can reside in many places, which is the third "P" of marketing. ...
- Promotion. "Promotion" is the final "P" of marketing.
These are Promotion, Product, Place and Price. These 4 Ps play a major role in delivering the customer needs at the right time and the right place. Philip Kotler says, The most important thing is to predict where clients are going and stop right in front of them.
