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Social Marketing and Message Framing

  • By: John C. Spence, Tanya R. Berry & Amy E. Latimer-Cheung
  • In: Encyclopedia of Sport and Exercise Psychology
  • Edited by: Robert C. Eklund & Gershon Tenenbaum
  • Subject:Sport & Exercise Psychology, Health Psychology / Behavioral Medicine

Social marketing employs commercial marketing strategies to try to solve social problems and to effect voluntary behavior change. An important aspect of social marketing is message framing, which is the tone or valence in which the information related to the behavior is conveyed. This entry discusses social ...

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