Socail marketing and self-regulation: The perfect match for a good working world and the contribution of social marketing to self regulation strength

Résumé du document

The concept of Self-regulation and the ability to make people self-regulate in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to self-regulate can be important in all aspects of life. When focusing on business, the people behind the business and exchange of products and services are an important factor for a good working economy and for society in general (Lazer, Kelley, 1973). People may influence business and economics in an indirect way, for example, by feeling unhappy about their lives, which directly influences a business in that unhappy workers are slow and unfriendly to customers. Such behavior may thus influence profits and sales. The ability to self-regulate is thus a primary aspect in the behavior of people. In order to attain a professional or personal goal, people must have the ability to self-regulate (Bandura, 1977). Self-regulation appears to be central to effective functioning in a number of ways. It helps in in impulse control, time management, and in coping with emotions or stress (Murtagh, Todd, 2004).

Extraits

[...] The latter can be described as the big picture of social marketing, as it is developed since the 1970s. The result is that marketing is not about maximizing profits only anymore and the main focus is on the consumer (Andreasen, 1995). The same marketing principles that were being used to sell products to consumers can be used to ideas, attitudes and behaviors as well (Kotler, Zaltman, 1971). Examples of marketing of social problems are: the reduction of poverty; the provision of good health care; education and training; the reduction of pollution and the protection of environments (Lazer, Kelley, 1973) The in Social Marketing: An Introduction After understanding the customers‘ beliefs, problems, behaviors and concerns the focus should be on the establishment of clear objectives and goals to know how to solve which social problem (Kotler, Roberto, Lee, 2002). [...]

[...] There was given an overview of when and how social marketing is developed, which marketing principles already known can be applied to social marketing and which should be added to make it more complete. Furthermore, the factors that influence the success of a social marketing program were discussed. The chapter ended by discussing the importance of designing an effective marketing campaign and the benefits policy makers may have by knowing how to enhance individual self-regulation ability. In the upcoming chapter the relationship between the self- regulation ability and social marketing will get explained. [...]

[...] These factors are chosen, since they contribute to a rather complete overview of aspects that may shape self-regulation strength Replenishment Factors These factors make sure that a person is able to build on his or her self- regulation strength. When a person takes into account these two factors, there will be a higher ability to successful self-regulation (Muraven et al., 1998; Muraven, Baumeister and Tice 1999). Rest Rest is one of the factors influencing self-regulation strength (Baumeister, 2003). Taking enough rest will have a positive influence on self-regulation strength (Baumeister et al. [...]

[...] From there on an explanation is given about the relevant variables in the conceptual framework and the relations between them will be clarified. This gives the opportunity to construct some hypotheses and the framework will be displayed graphical. The chapter will end with section which draws a conclusion from what is done Framework and Hypotheses The problem statement, can social marketing have a positive contribution to improve individual self-regulation strength?“, is the starting point for the making of the conceptual framework. [...]

[...] Amaya-Williams (1990), Vygotsky and education: Instructional implications and applications of sociohistorical psychology, ed. L.C. Moll, New York: Cambridge University Press, 127-154. Higgins, Joan W. (1995), Marketing Mindset: Valuing the Perspective of the Consumer“, http://www.lin.ca/resource/html/mm8/sld001.htm. Hunter, Susan S. (2003), Who cares? AIDS in Africa, New York: Palgrave Macmillan. Isen, A.M, and K. A. Daubman (1984), Influence of Affect on Categorization“ Journal of Personality and Social Psychology 1206- 1217. [...]