Social Marketing and Multidisciplinary Behaviour Change
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Behaviour changes are the aim of a wide range of disparate fields and disciplines. Examples of ‘behaviour change fields’ include (but are not limited to) education, training, enforcement, infrastructure, technology, urban planning, community development, health promotion, and social marketing. Each discipline has evolved with its own unique theories, tools and techniques. On first inspection each behaviour change field appears very different owing to the unique language arising from the diverse theories, tools and techniques. However closer inspection indicates far more similarities than differences. For example, social marketers refer to concepts such as formative research while for public health these efforts are termed needs assessment. But the lack of connectedness of behaviour change fields has meant they are rarely combined. This has not gone un-noticed: the sector has been criticised as operating within silos, and this narrow operating structure may be a contributing factor towards an inability to attain sustainable behaviour change (House of Lords Review 2010; Schneider and Stokols 2009; Rayner and Lang 2009). With few exceptions, creating sustainable behaviour change is hard to do, yet academics and professionals within each discipline have tended to persist in using long standing narrow foci in the belief that their approach may be superior to other behaviour change approaches and/or a single approach will suffice.
Beyond Behaviour Change: Key Issues, Interdisciplinary Approaches and Future Directions
© 2016 Policy Press. This is a post-peer-review, pre-copy edited version of an extract/chapter published in Beyond behaviour change: Key issues, interdisciplinary approaches and future. Details of the definitive published version and how to purchase it are available online at: https://policypress.co.uk/beyond-behaviour-change
Consumer-Oriented Product or Service Development