Social Marketing:
More than Fear, more than Information, and more than Health
Mike Basil
University of Lethbridge (CANADA) and University of Wollongong

(Extended Parallel Process Model)

EXTENDED PARALLEL PROCESS MODEL
Kim Witte
For a message to be effective, the receiver should perceive
– (1) Severity -- Is it serious or severe?
– (2) Susceptibility -- Can it happen to me?
– (3) Self-efficacy -- Can I do response?
– (4) Response efficacy -- Does the response work?
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EPPM
• Threat is low
– there is NO processing of the message
• Threat is high, efficacy is LOW,
– people CONTROL THEIR FEAR and ignore the message.
• Threat is high, efficacy is HIGH,
– people CONTROL THE DANGER and protect themselves.
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Hypothesis
Threat messages with ALL 3 factors: severity, susceptibility
AND efficacy will be more effective than messages with only some of these factors

Condition 1
Low Severity
Low Susceptibility
Low Response Efficacy
High Self-Efficacy
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Condition 15
High Severity
High Susceptibility
Low Response Efficacy
High Self-Efficacy
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Condition 16
High Severity
High Susceptibility
High Response Efficacy
High Self-Efficacy
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Online Experiment
• Experiment was conducted online
• Males 18-25 in British Columbia
– Posters in their workplace
– Announcements from instructors at vocational technical colleges.
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Measurement
• Behavior intention items
– If I saw this ad, it would make me more likely to do what the ad wants me to.
– I will pay more attention to the issue the ad is talking about in the future.
– I would like to find out more about the topic the ad is talking about.
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Comparing means across conditions
5,7
5,5
4,9
4,7
4,5
4,3
5,3
5,1
Low Susceptibility:
Low Self-Efficacy
High
Susceptibility: Low
Self-Efficacy
Low Susceptibility:
High Self-Efficacy
High
Susceptibility:
High Self-Efficacy
Low Severity High Severity
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Conclusions
• Fear works best with susceptibility and efficacy
– Providing SOLUTIONS
– May overcome motivations to avoid work safety
• Employers can use fear for young employees
IF they ensure adequate training (self-efficacy)
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Application issues
Focus groups:
Benefits and barriers for safety behaviors
Incentives?
Barriers? Products!

Fruit and Vegetables

Fruit and Vegetable Consumption
• Yearly food consumption (FAO)
• Fruit:
– England: 91kg
– Italy: 140kg
• Vegetables:
– England: 89kg
– Italy: 180kg

Fruit & Veg consumption
British citizens
At home:
2.7 fruits & veggies per day
On holiday in Italy:
6 per day

Fruit & Veg consumption
British citizens
At home: 2.7 fruits & veggies per day
On holiday in Italy: 6 fruits & veggies
Back home: ???

More than
Communication and Advertising

'Little Pinky' road ad a big success
The controversial "Little Pinky" anti-speeding ads could be the most successful road safety campaign NSW has ever had.
The advertisements, in which people wiggle their little finger at speeding male P-platers, has sparked outrage - but appears to be working, News Limited reports.
A survey testing the ads' impact shows 63 per cent of young males - the campaign's target audience admit it encourages them to stick to the speed limit.
More than 75 per cent of people believe it has increased awareness of speeding.

More than Health…

Bullying

Environment and Climate Change
Edward Maibach

Diversity and “isms”

Conclusion
• Social Marketing IS NOT:
– TELLING people what to do…
• It IS:
– discovering barriers,
– providing solutions,
– and making things possible.