Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)

Abstract

This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.

Exploring the Impact of Message Framing on Sustainable Consumption Choices

“…With normal consumption behaviour, the individual acts primarily out of self interest, the benefits of the exchange are discernible, and tangible to the extent that there is reasonable certainty that they will accrue (to the individual) in the short term (Rothschild, 1999). Within the SM realm the basis of exchange becomes much more complicated; the benefit often does not accrue to the individual, but rather to society at large, and the gain is often future based, and difficult to conceptualise (Rothschild, 1999;Wood, 2008). This further compounds the negative perception of cost explained earlier.…”

“…Bloom & Novelli, 1981). Unlike the tangible (monetary) costs involved in consumer marketing, those involved in SM could be either monetary, psychological, energy or time based (Bloom et.al., 1981;Wood, 2008), are not easily quantifiable, are open to interpretation by the consumer, and are often not easily adjustable (Bloom et.al., 1981). 'Price' within the SM context has been likened to the broader transactional cost concept of price derived from economics (Peattie et.al., 2009), implying a compounding of tangible and intangible costs in the evaluation of a choice.…”

“…When choosing between two options people tend to be risk averse when the outcome is perceived to be a certain gain, and risk seeking when the outcome is perceived to be a certain loss (Barth et. al., 2004;Jones, 2007) The impact of diminishing sensitivity -As with riskiness, this aspect proves problematic for influencing sustainable choices as losses/costs are immediate, whereas gains/benefits are likely to be abstract and future based (Rothschild, 1999;Wood, 2008).…”

An Evolutionary Psychology Perspective on Physical Exercise Motives: Implications for Social Marketing

“…According to self-determination theory (Deci & Ryan, 1985;2001;2008), intrinsic and extrinsic motives refer to the foundation of the desire to engage in a particular behavior (Calder & Shaw, 1975). Intrinsic motives are those which lead to rewards that are internal to the individual, whilst extrinsic motives lead to external rewards or punishment (Deci & Ryan, 1985).…”

“…To design such programs that explain and promote psychological and behavioral changes, social marketers have used commercial techniques such as the '4 Ps' (Wood, 2008), but also more integrative theoretical frameworks including social cognitive theory (Bandura, 2001), the theory of reasoned action (Ajzen & Fishbein, 1980), the theory of planned behavior (Ajzen, 1991;Rhodes, Blanchard, & Hunt Matheson, 2006) and selfdetermination theory (Deci & Ryan, 1985;2001;2008). Although social marketing has achieved wide recognition for adopting such approaches to understanding social and health behaviors, as well as for promoting social change (Andreasen, 2003), limited attention has been dedicated to alternative perspectives that explain social and health behaviors within the extant literature.…”