dc.contributor.author | Parkinson, J | |
dc.contributor.author | Russell-Bennett, R | |
dc.contributor.author | Previte, J | |
dc.date.accessioned | 2019-06-26T06:02:54Z | |
dc.date.available | 2019-06-26T06:02:54Z | |
dc.date.issued | 2018 | |
dc.identifier.issn | 0309-0566 | |
dc.identifier.doi | 10.1108/EJM-05-2016-0309 | |
dc.identifier.uri | http://hdl.handle.net/10072/380077 | |
dc.description.abstract | Purpose – There is a dominance of cognitive models used by marketers when studying social phenomena,
which denies the complexity of the behavior under investigation. Complex social behaviors are typically
emotionally charged and require a different perspective. The purpose of this research is to challenge the
planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon
such as breastfeeding.
Design/methodology/approach – An online survey of 1,275 American and Australian women was
undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and
multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses.
Findings – The findings demonstrate emotion and experience matter when understanding a complex social
behavior such as breastfeeding. The emotional variables in the model had significant relationships, while the
cognitive variables of instrumental and affective attitude did not. As women progress through their customer
journey (from novice to experienced), the behavioral drivers change.
Practical implications – This research demonstrates an emotion, and experience-focused approach
should guide the design of social marketing interventions aimed at changing complex social behaviors.
Originality/value – This research presents empirical evidence to challenge the pervasive use of planned
behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than
attitudes have a larger role in determining intentions and behaviors. | |
dc.description.peerreviewed | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Emerald | |
dc.publisher.place | United Kingdom | |
dc.relation.ispartofpagefrom | 837 | |
dc.relation.ispartofpageto | 865 | |
dc.relation.ispartofissue | 3/4 | |
dc.relation.ispartofjournal | European Journal of Marketing | |
dc.relation.ispartofvolume | 52 | |
dc.subject.fieldofresearch | Commerce, management, tourism and services | |
dc.subject.fieldofresearch | Other commerce, management, tourism and services not elsewhere classified | |
dc.subject.fieldofresearchcode | 35 | |
dc.subject.fieldofresearchcode | 359999 | |
dc.title | Challenging the planned behavior approach in social marketing: emotion and experience matter | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.faculty | Griffith Business School, Department of Marketing | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Parkinson, Joy E. | |