Social marketing and complexity

This article briefly discusses some points I consider important for the future of social marketing. Let’s start with three popular behavioral models and then move to the question of complexity. Health Belief Model, Transtheoretical Model and Theory of Planned Behavior are still common place, no matter several important methodological concerns about the first two and…

Read More »

Social marketing versus behavioral economics

I see a great deal of overlap between social marketing and behavioral economics and, of course, some differences. Both disciplines rely on making things simpler. As I use to say, if you want to make a behavior popular you need to make it screamingly, conspicuouslysimple and easy. This focus fits usual interventions inspired by both approaches. Another similarity is applying…

Read More »