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.
___Addressing the competition.
___Making the change socially desirable.
___Making the change easily done.
___You pretest your strategy before putting it into practice.