Competition and its influence on consumer decision making in social marketing
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Abstract
This paper extends the largely conceptual understanding of competition in social marketing by empirically investigating, from a consumer perspective, the nature of competition and its influence on decision making at the individual level. Two phases of qualitative inquiry in Australia, comprising 30 and 20 semi-structured interviews, respectively, examined the role of competition in young adults’ decision to adopt and maintain help-seeking for mental ill-health. The findings from thematic analysis suggest that competition operates at both the behavioural and goal level to influence consumers’ decision to perform behaviour and that the types of competition in operation may vary from the adoption to the maintenance of behaviour. The findings are integrated into a framework that social marketers could employ to identify, analyse and address competition.
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Journal of Marketing Management
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31
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11-Dec
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© 2015 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 03 Mar 2015, available online: https://doi.org/10.1080/0267257X.2015.1015598
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Subject
Commercial services
Marketing
Marketing not elsewhere classified
Strategy, management and organisational behaviour