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.
Chapter 1: Theoretical Models of Behaviour Change
Theoretical Models of Behaviour Change
‘There's nothing so practical as a good theory’ said the father of social psychology Kurt Lewin way back in 1952. These words were true then and are still true today.
While the word ‘theory’ has a number of lay and technical reasons, it is used here in its scientific meaning: that is, a theory about some phenomenon ...