24762 Chap.8 Using Theory in Social Marketing
Using Theory in Social Marketing
Why theory
The Week 7 lecture argues that we are all theorists in everyday life, and that theory helps social marketers describe, explain and sometimes predict behaviour, guide research and choose interventions.
Five levels
Theories are grouped as individual, interpersonal, socio-cultural, big systems and health-focused, from the Theory of Planned Behaviour and Stages of Change to social practice theory and social ecological models.
Choosing well
A focus on behaviour should drive the choice of theory, not the reverse, and French’s open analysis approach uses a multi-disciplinary team and working propositions tested in pilots.
Principles for using theory
The lecture’s principles run from identifying audiences and behaviours, through shortlisting influencing factors and theories, to engaging the target group, piloting a prototype, evaluating and feeding the learning back.
What this chapter covers
- 01
Why every programme needs theory
- 02
Five levels of theory
- 03
The Theory of Planned Behaviour
- 04
Social cognitive and social capital theories
- 05
Social practice theory
- 06
Social ecological models
- 07
The Health Belief Model and its limits
- 08
Stages of Change
Worked example · free
Apply social practice theory to laundry energy use
- 1Materials: machines default to warm cycles and many units have no outdoor drying space.
- 1Competences: people are not sure cold washes clean properly.
- 1Meanings: warm, dryer-soft clothes signal cleanliness and good care of the family.
- 2Change: cold default settings, shared drying racks in buildings and demonstrations that cold washes clean, which change all three elements.
Key terms
- Theory of Planned Behaviour
- Ajzen’s model in which attitude, subjective norm and perceived control form an intention that leads to behaviour.
- Social Practice Theory
- An approach that studies everyday practices as combinations of materials, competences and meanings.
- Working Proposition
- A testable statement, based on theory, about how to achieve or maintain a desired change.
Using Theory in Social Marketing FAQ
Which level of theory should I use?
The lecture says to let the behaviour decide. Understand what is happening and what people know, think and feel about it, then combine theories as needed; its conclusion is that programmes should draw on theory, often more than one, for example an individual model alongside an ecological one.
What does the Theory of Planned Behaviour add?
It shows three intervention points: attitude, subjective norm and perceived behavioural control, which together form an intention. The lecture’s example is people with little control over healthy eating, for whom a tracking app or wearable raises perceived control.
What are the limits of the Health Belief Model?
It predicts willingness to change from beliefs about the problem, perceived benefits and barriers, and self-efficacy, but the lecture notes it ignores how beliefs interact and leaves out interpersonal, social, environmental and economic factors.
How should theory appear in the case study video?
The workshop advises that when you critique previous efforts you consider whether they used theory to guide the intervention. Naming the theory a campaign ignored, and what it would have changed, makes the critique specific.
What are the stages in the Stages of Change model?
The Week 8 slides show pre-contemplation, contemplation, preparation, action, maintenance and exit. The Week 7 lecture explains why the model matters: change happens in distinct stages, so audiences can be segmented by stage and offered a mix tailored to each one.
What is the open analysis approach to choosing theory?
French’s approach recognises bio-physical, psychological, social, and environmental and economic influences, assembles a multi-disciplinary team, and analyses openly rather than starting from a favourite theory, ending with working propositions that are tested in pilots.
What does social capital theory add?
It links access to networks, trust, caring and reciprocity with life outcomes. The lecture notes that people with low social capital experience poorer economic, social and health outcomes, so effective programmes should try to build social capital as well as change individual behaviour.
Assessment move
Choose two theories from different levels and apply both to your Assessment 1 problem in a short table: what each explains, what it misses and which intervention it points to. Draw the Theory of Planned Behaviour from memory until you can label every arrow, and practise one sentence on the limits of the Health Belief Model.
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