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| Author: | Logie-Maclver, L. Piacentini, M. G. |
| Title: | Towards a richer understanding of consumers in social marketing contexts: Revisiting the stage of change model |
| Journal: | Journal of Marketing Management
2011 : FEB, VOL. 27:1-2, p. 60-76 |
| Index terms: | consumer behaviour social marketing change health |
| Language: | eng |
| Abstract: | This study investigates the ways that behaviour change is instigated and how people deal with these changes. The paper focuses on people who received a test for cancer and who were then advised on dietary changes. People were categorized by stages of chance model by their behavioral response to the test. The study provides insights into different cognitive, emotional and behavioural response to the disease trigger. |
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