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Challenging the planned behavior approach in social marketing : Emotion and experience matter
Parkinson, Joy Russell-Bennett, Rebekah Previte, Josephine
Parkinson, Joy
Russell-Bennett, Rebekah
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.
Keywords
emotions, experience, social marketing, model of goal-directed behavior, breastfeeding, complex social behavior
Date
2018
Type
Journal article
Journal
European Journal of Marketing
Book
Volume
52
Issue
3-4
Page Range
837-865
Article Number
ACU Department
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled