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   Part M. Social Marketing and Institutionalization of the ... >
      Chapter 45. Social Marketing of Successful Components of the ... >
         Section 6. Promoting Behavior Changes by Making It Easier an... >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

Promoting Behavior Changes by Making It Easier and More Rewarding: Benefits and Costs

  

Tools & Checklists

 Contributed by Phil Rabinowitz Edited by Valerie Renault

Checklist

Here you will find a checklist summarizing the main points of the section.


What do we mean by making behavior change easier and more rewarding?

__ You apply SESDED to your campaign.


Why should you address benefits and costs in social marketing?

__ You're prepared to gain information through market research.

__ You're willing to make changes to control benefits and costs.

__ You know that the balance of benefits and costs is crucial to the process of change.


When is the best time to address benefits and costs?

__ You address benefits and costs when you know people are contemplating change.

__ You address benefits in the early stages of contemplation.

__ You address costs in the later stages of contemplation.


What are some ways to look at the benefits of behavior change?

__ You find out what the real benefits are that people are seeking.

__ You look at benefits over both the short and the long term.

__ You consider both benefits that affect the target population itself, and those that affect others.


What are some ways to look at the costs of behavior change?

__ You determine what members of the target population consider the real costs of the desired change.

__ You look at:

  • Economic costs
  • Physical costs
  • Logistical costs
  • Psychological costs
  • Social costs


How do you make behavior change easier and more rewarding?

You conduct market research to find out:

__ The real reasons people are contemplating change.

__ How they would prefer to accomplish that change.

__ Whether others' opinions would influence that change, and, if so, whose.

__ What benefits or costs could make the difference.

__ What kind of support people need to make the change.


You develop a strategy by:

__ Starting with SESDED

__ Thinking about what the target population needs to make the change possible : information, market conditions, and/or skills.

__ Maximizing benefits.

__ Minimizing costs.

__ Addressing the competition.

__ Making the change socially desirable.

__ Making the change easily done.

__ You pretest your strategy before putting it into practice.