Social marketing for health promotion and prevention: a review of literature

Filiputti, Elisa; Quattrin, Rosanna; Brusaferro, Silvio

doi:10.1093/eurpub/ckt124.012

Cited by 1 publication

(1 citation statement)

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“…Social marketing (SM) efforts have been used successfully to promote prevention behaviors and affect behavior change, including vaccination behaviors (Filiputti et al, 2013;Firestone et al, 2016). Most of these SM campaigns have focused on examining the barriers of vaccine hesitant groups in an effort to change their behaviors and promote vaccination (Bhat-Schelbert et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

A new approach to audience segmentation for vaccination messaging: applying the anger activism model

Jang

Turner

Heo

et al. 2021

JSOCM

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Purpose This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement. Design/methodology/approach A cross-sectional survey was conducted with a national purposive sample (N = 438). Findings The group with high anger, strong efficacy (i.e. “activists”) was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy. Originality/value As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.

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Section: Introductionmentioning

confidence: 99%