Use of comforting to enhance social marketing success A case study

Successful behavioral change is the Holy Grail for social marketers. Meta-analysis demonstrates that effect sizes of behavioral change in social marketing campaigns is typically low. The present case study uses 4 years of survey data from an Alabama weight loss and behavioral change campaign to develop an explanation for why some people are more successful in lifestyle change efforts than others. Comforting, a communicative form of prosocial behavior, produced the greatest magnitude of change when tested as an independent variable on dependent variables, including pounds lost, amount of dairy products and water consumed, and physical activities undertaken. The case study concludes by discussing implications for social marketing academics and practitioners. © The Author(s) 2013.

4 citations (Crossref) [2023-10-31] Citation Key Alias: lens.org/161-086-418-163-965 tex.type: [object Object]