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Behaviour change & social marketing

Behaviour change & social marketing

Guidance Documents

Global consensus on social marketing principles, concepts and techniques (2017). (European Social Marketing Association) External resource

Tackling environmental problems with the help of behavioural insights (2017). (Organisation for Economic Co-operation and Development) External resource

The principles of pride: the science behind the mascots (2013). (Butler, P., Green, K. & Galvin, D.) External resource

Social marketing: influencing behaviors for good quick reference guide (2012). (Lee, N. & Kotler, P.)  External resource

A declaration of social marketing’s unique principles and distinctions (2011). (Lee, N.R., Rothschild, M.L. & Smith, W.) Adobe Acrobat PDF Download

Big pocket guide to using social marketing for behaviour change (2011). (National Social Marketing Centre) External resource

Tools of engagement: a toolkit for engaging people in conservation (2011). (National Audubon Society) External resource

Key Papers

Brennan, L., and W. Binney. 2010. Fear, guilt, and shame appeals in social marketing. Journal of business Research 63:140-146. External resource

Corner, A., and A. Randall. 2011. Selling climate change? The limitations of social marketing as a strategy for climate change public engagement. Global Environmental Change 21:1005-1014. External resource

Douglas, L. R., and D. Veríssimo. 2013. Flagships or battleships: deconstructing the relationship between social conflict and conservation flagship species. Environment and Society 4:98-116. External resource

Duthie, E., D. Veríssimo, A. Keane, and A. T. Knight. 2017. The effectiveness of celebrities in conservation marketing. Plos One 12:e0180027. Adobe Acrobat PDF Download

Lu, H., W. F. Siemer, M. S. Baumer, D. J. Decker, and A. Gulde. 2016. Effects of message framing and past experience on intentions to prevent human–coyote conflicts. Human Dimensions of Wildlife 21:506-521. External resource

Nilsson, D., G. Baxter, J. R. A. Butler, and C. A. McAlpine. 2016. How do community-based conservation programs in developing countries change human behaviour? A realist synthesis. Biological Conservation 200:93-103. External resource

Rothschild, M. L. 1999. Carrots, sticks, and promises: a conceptual framework for the management of public health and social issue behaviors. Journal of Marketing 63:24-37. External resource

Veríssimo, D. 2013. Influencing human behaviour: an underutilised tool for biodiversity management. Conservation Evidence 10:29-31. Adobe Acrobat PDF Download



PCI Media Impact

National Social Marketing Centre

SCB Conservation Marketing and Engagement Working Group