Cognitive Theories in Social Marketing Strategies

Inoculation Theory

Communication strategy to build resistance to persuasion.

William J. McGuire

Psychologist who developed Inoculation Theory in 1960s.

Psychological Inoculation

Analogy between persuasion resistance and immune system.

Counterarguments

Responses generated to refute opposing viewpoints.

Supportive Arguments

Arguments that reinforce existing beliefs or attitudes.

Threat Component

Initial exposure to a mild persuasive argument.

Behavioral Change Theories

Frameworks explaining how to alter behaviors.

Health Belief Model

Theory predicting health behaviors based on beliefs.

Theory of Planned Behaviour

Theory linking beliefs to behavioral intentions.

Above the Influence Campaign

Substance abuse prevention using inoculation principles.

Peer Pressure Scenarios

Examples used to illustrate resistance strategies.

Commercial Brand Protection

Using inoculation to defend against competitor ads.

Customer Opinion

Existing beliefs influencing brand loyalty.

Advertising Campaigns

Promotional strategies addressing consumer concerns.

Moderation in Diet

Balanced approach to food consumption advocated.

Critical Thinking

Engaging in reflective and independent reasoning.

Social Marketing

Using marketing principles to influence social behavior.

Resistance to Persuasion

Ability to withstand influence from opposing messages.

Cognitive Engagement

Active involvement in processing information.

Brand Loyalty

Commitment to repurchase a brand's products.

Comparative Advertisements

Ads that compare products against competitors.

Audience Exposure

Presenting information to an audience to influence beliefs.

Inoculation Theory

A strategy to build resistance against persuasion.

Step 1

Identify the threat using epidemiological data.

Step 2

Present weak counterarguments to challenge beliefs.

Step 3

Provide strong counterarguments to reinforce beliefs.

Epidemiological Data

Statistical data related to health threats.

Counterarguments

Arguments opposing the initial persuasive threat.

Health Belief Model (HBM)

Model explaining health behavior based on beliefs.

Rosenstock

Proposed the Health Belief Model in 1966.

Behavior Change

Modification of individual actions regarding health.

Beliefs

Personal convictions influencing health-related behaviors.

Persuasive Power

Ability to influence attitudes or behaviors.

Sexually Transmitted Diseases

Infections transmitted through sexual contact.

Condom Efficacy

Effectiveness of condoms in preventing STDs.

AIDS

Acquired Immunodeficiency Syndrome, a serious health threat.

Behavioral Change Theories

Frameworks explaining how to change behaviors.

Official Sources

Credible organizations providing health-related data.

Risk Perception

Individual assessment of potential health threats.

Health Education

Teaching about health to promote better choices.

Social Marketing

Using marketing principles to influence health behaviors.

Prevalence of HIV

Frequency of HIV cases in a population.

Protective Measures

Actions taken to reduce health risks.

Young People

Demographic often targeted in health campaigns.

Perceived Threat

Individual's view of health problem severity.

Perceived Susceptibility

Belief about risk of acquiring a health condition.

Perceived Severity

Assessment of seriousness of a health condition.

Perceived Benefits

Belief in effectiveness of health actions taken.

Perceived Barriers

Obstacles preventing health-promoting actions.

Cues to Action

Stimuli prompting health-related actions.

Self-Efficacy

Belief in ability to perform health behaviors.

Health Belief Model (HBM)

Framework predicting health behaviors based on beliefs.

Slip, Slop, Slap, Seek, Slide

Campaign promoting sun safety behaviors.

Know Your Numbers

Campaign encouraging monitoring of health metrics.

Social Marketing

Using marketing principles to promote health behaviors.

Health Psychology

Study of psychological factors in health and illness.

Behavior Change

Modification of habits to improve health outcomes.

Health Risks

Potential negative health outcomes from behaviors.

Preventive Actions

Steps taken to reduce health risks.

Lifestyle Prescriptions

Recommendations for healthy living practices.

Media Campaigns

Public initiatives to promote health awareness.

Healthcare Professional Advice

Guidance from medical experts on health actions.

Early Detection

Identifying health issues before they worsen.

Cultural Factors

Influences of culture on health behaviors.

Non-Rational Behavior

Actions not based on logical reasoning.

Theory of Planned Behavior

Psychological theory predicting goal-directed behavior.

Icek Ajzen

Developer of the Theory of Planned Behavior.

Attitude Toward the Behavior

Influences likelihood of performing a specific behavior.

Behavioral Beliefs

Beliefs about consequences of performing a behavior.

Outcome Evaluations

Perceived value of outcomes associated with behavior.

Subjective Norms

Perceived social pressure to perform a behavior.

Normative Beliefs

Beliefs about what important others expect regarding behavior.

Motivation to Comply

Willingness to conform to perceived social expectations.

Perceived Behavioral Control

Individual's perception of ability to perform behavior.

Control Beliefs

Beliefs about factors facilitating or hindering behavior.

Perceived Power

Perception of control over facilitating or hindering factors.

Positive Attitude

Favorable beliefs leading to increased behavior likelihood.

Negative Attitude

Unfavorable beliefs reducing likelihood of behavior engagement.

Social Pressure

Influence from others affecting behavior decisions.

Self-Efficacy

Confidence in one's ability to execute behavior.

Health Behavior

Actions taken to maintain or improve health.

Cognitive Theories

Theories explaining behavior through mental processes.

Social Marketing

Application of marketing principles to influence behavior.

Vaccination Behavior

Decisions and actions related to receiving vaccines.

Emotional Response

Feelings influencing attitudes toward a behavior.

Goal-Directed Actions

Behaviors aimed at achieving specific objectives.

Behavior Change Theories

Frameworks for understanding and influencing behavior modification.

Perceived Behavioral Control

Individual's belief in their ability to perform behavior.

Theory of Planned Behavior

Model predicting intention based on attitudes, norms, control.

Intention

Motivation to engage in a specific behavior.

Health Belief Model

Framework focusing on health attitudes and behaviors.

Behavioral Enactment

Actual performance of intended behaviors.

Emotional Components

Feelings influencing decision-making and behavior.

Situational Variables

External factors affecting behavior execution.

Cognitive Effort

Mental effort required to translate intention into action.

Values and Attitudes

Personal beliefs influencing health-related decisions.

Narrative Model of Social Communication

Using storytelling to influence public health perceptions.

Public Health Storytelling

Using narratives to convey health messages effectively.

Digital Storytelling

Using digital media to share health-related narratives.

Mass Media Studies

Research on media's impact on public behavior.