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Making Behavior Change Easier, More Fun, and More Popular | Ep #30
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In the last (really!) of this brief series on social marketing, we look at the strategic approach that is most commonly used in social marketing: Making a behavior seem easier, more fun, or more popular than whatever competing behavior people are currently engaged in. Most of the time, when a campaign doesn’t live up to expectations, it’s because it has not effectively used this approach to motivate and entice people by making behavior change appealing. If you haven’t heard HCC’s other episodes on social marketing related topics, please jump back to Episodes 6, 26, 27, 28, and 29 so that THIS episode can add to what you’ll learn there!
Resources:
Hicks JJ. The strategy behind Florida's “truth” campaign. Tobacco Control 2001;10:3-5.
Huhman, M. E., Potter, L. D., Nolin, M. J., Piesse, A., Judkins, D. R., Banspach, S. W., & Wong, F. L. (2010). The Influence of the VERB campaign on children's physical activity in 2002 to 2006. American journal of public health, 100(4), 638–645.
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