What Makes Social Marketing Different?
The price is the cost or barriers to adopting the behavior. The price for social
marketing products is not always monetary, but can include barriers such as loss
of time, decrease in pleasure, loss of self-esteem, loss of respect from peers,
lack of access, or embarrassment. Once the costs or barriers of the desired
behavior are identified, social marketing attempts to minimize or reduce them.
If that's not possible, you may be able to increase the costs of the competing
behavior by making it more difficult or less appealing.
if you cannot change the actual costs of a behavior, you still may be able to
affect your audience's perception of those costs. For example, if someone
believes that cooking fruits and vegetables is very difficult to do, you may not
be able to make cooking them any less difficult, but you may be able to change
the audience's perception of the difficulty by offering recipes, tips, and