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dc.contributor.authorBrennan, Linda
dc.contributor.authorPrevite, Josephine
dc.contributor.authorFry, Marie-Louise
dc.date.accessioned2019-03-14T01:57:37Z
dc.date.available2019-03-14T01:57:37Z
dc.date.issued2016
dc.identifier.issn2042-6763
dc.identifier.doi10.1108/JSOCM-12-2015-0079
dc.identifier.urihttp://hdl.handle.net/10072/173443
dc.description.abstractPurpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change. Findings The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers. Practical implications The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group
dc.relation.ispartofpagefrom219
dc.relation.ispartofpageto239
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Social Marketing
dc.relation.ispartofvolume6
dc.subject.fieldofresearchSociology
dc.subject.fieldofresearchcode4410
dc.subject.keywordsSocial marketing
dc.subject.keywordsBehavioural ecological systems
dc.subject.keywordsConsumer myopia
dc.subject.keywordsMeso-marketing approach
dc.subject.keywordsRelational logic
dc.titleSocial marketing's consumer myopia: Applying a behavioural ecological model to address wicked problems
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.copyright© 2016 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorFry, Marie-Louise


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