How are behavioral and social sciences theories useful in social marketing?
Theories are useful in several ways: • By laying out concepts in causal sequences, theories help social marketers map out the causes of health problems. The Social Marketing edition of CDCynergy, advises incorporating theoretical causal sequences in the “Problem Analysis Worksheet.” • Concepts from behavioral and social science theory can serve as a checklist to make sure that important issues are not overlooked in focus groups and other market research. Marketing of any sort draws from Exchange Theory from economics; questions for audience members should reflect but not be limited to Exchange Theory’s broad central concepts — costs and benefits. • After audience research has confirmed the applicability of certain theoretical concepts and put them into local context, audiences can be segmented partially on the basis of the concepts. • The choice of strategies and channels can be informed by theory. For example, Diffusion Theory holds that early adopters of an innovative behavior are i
