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Social Marketing Basics
What should you advise Rosa to say? Check all that apply.
You're right, Dr. Richards. We should always aim for the gold standard of behaviors and not let people think that making small changes is good enough.
Specific behavioral changes are good, but I agree with you, maybe we should give the audience an entire plan of action, not just one new behavior at a time.
It's true. We would be investing time and money into getting an audience to take a small step in the right direction, but the alternative is spending money and not even asking for behavior change. That doesn't seem worthwhile.
There is a body of literature and evidence in behavioral theories that acknowledge that behavior change takes place incrementally. By allowing people to make small steps in the right direction, we're accommodating their needs.
Page 26 of 42 in Social Marketing Basics