For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Theoretical Debates

Theoretical Debates
Theoretical debates

Theoretical Models of Behaviour Change – R. Donovan

Donovan's chapter opens with a discussion of the reasons why theory is important to social marketers and an overview of theoretical foundations relevant to the field. The chapter describes ‘cognitive decision models’ (e.g. the health belief model, protection motivation theory, social learning ...

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