Social Marketing

Research 27
What is Behavior?
Under specific conditions
Some behaviors are so complex that setting the conditions under which they are to be performed
is often critical in the definition of the behavior. Look at the exercise What is Behavior?
on page 26 and note the different conditions under which each action must be taken.
You can see how the condition changes the kind of intervention necessary to reach these different
audiences. Indeed, in this exhibit you can see the importance of each of the three elements.
Change any one of them and you need to use a different intervention strategy.
Let’s take one last look at our example behavior and apply this category.
Example: When going to the grocery store, women ages 18 to 24 who have moved into a new
home will buy CFLs for their outdoor lights.
There is an:
Observable action: Buying CFLs in the grocery store
A target audience: Women age 18 to 24 who have moved into a new home
Specific conditions: In the grocery store after moving into a new home
The objective is to be specific. To be successful, you have to understand your goal. You have
to know who you want to do what. Using these criteria should help.
Spotlight on Social Marketing
Projects
Spanish-language materials targeted
recently immigrated Hispanic/Latino
parents with messages to help protect
their families from the dangers of
tobacco use and secondhand smoke.
Partner: CDC
Social Marketing Behavior A Practical Resource for Social Change Professionals