Identification of behavior change methods in social marketing for countering induced demand in health system

Abstract

The goal of social marketing is to change social behaviors in order to benefit the target audience and society as a whole have various applications in health care system. Social marketing sometimes uses behavior change methods in order to achieve its goals. Therefore, this study aims to identify behavior change methods in social marketing used for countering induced demand in health care system. This study was carried out using survey method and by searching relevant keywords in scientific texts, dissertations and Persian and English websites. The most important sources of information in this study included Irandoc, SID, Noormags, Springer, Science direct, and Emerald websites. The keywords used in searches were “Social marketing,” “Induced demand,” and “Theories of behavior.” The useful articles were selected after reading the abstracts and full text of the articles. In order to change the attitude of target audience about induced demand, theory of planned behavior change, BASNEF model, and the health belief of procede – proceed were investigated and the effect of each of their factors on behavior change and induced demand was determined. Among these factors, the attitude was determined to be the most important factor in behavior change. Based on the findings of this study, using social marketing models especially precede – proceed model can be useful for reducing induced demand.