Author, Certified Life and Group Coach/Facilitator & Change Agent
Changing a Behavior— social marketers have as their bottom-line the behavior change of groups of people, not just changes in knowledge or attitude. This is similar to commercial sector marketers who focus on people buying their goods and services –understanding that awareness of the product is not sufficient to make a sale.
In social marketing, change agents typically want target audiences to do one of four things: (a) accept a new behavior (e.g., recycling), (b) reject a potential behavior (e.g., not starting smoking), (c) modify a current behavior (e.g., increasing physical activity from 3 to 5 days of the week), or (d) abandon an old behavior (e.g., stopping talking on the cell phone while driving) .