Challenging the planned behavior approach in social marketing : Emotion and experience matter

Journal article

Parkinson, Joy, Russell-Bennett, Rebekah and Previte, Josephine. (2018). Challenging the planned behavior approach in social marketing : Emotion and experience matter. European Journal of Marketing. 52(3-4), pp. 837-865. https://doi.org/10.1108/EJM-05-2016-0309
AuthorsParkinson, Joy, Russell-Bennett, Rebekah and Previte, Josephine
Abstract

Purpose
There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding.

Design/methodology/approach
An online survey of 1,275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses.

Findings
The findings demonstrate emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships, while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced), the behavioral drivers change.

Practical implications
This research demonstrates an emotion, and experience-focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors.

Originality/value
This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.

Keywordsemotions; experience; social marketing; model of goal-directed behavior; breastfeeding; complex social behavior
Year2018
JournalEuropean Journal of Marketing
Journal citation52 (3-4), pp. 837-865
PublisherEmerald Group Publishing Limited
ISSN0309-0566
Digital Object Identifier (DOI)https://doi.org/10.1108/EJM-05-2016-0309
Scopus EID2-s2.0-85040786202
Page range837-865
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online24 Jan 2018
Publication process dates
Accepted19 Nov 2017
Deposited19 Oct 2023
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