The Taxonomy, Model and Message Strategies of Social Behavior

Abstract

ABSTRACTIn an era of rising social awareness, both academics and practitioners have been concerned about the effectiveness of pro‐social consumer influence strategies. The main assumption here is that for social marketing to succeed one must first understand the factors underlying pro‐social consumer behavior. Firstly, drawing on two dimensions (i.e. the welfare receiver and restitution intention) the authors first identify four types of social behavior (altruism, compensation, reciprocity, and egoism). Next, the model describes social behavior as a result of preceding social behavior motivation and actual social behavior intention. Norms and economic evaluation have an impact on social behavior motivation, which in turn influences social behavior intention, eventually leading to actual social behavior. Actual control factors, such as the availability of resources and opportunities, decide whether social behavior intention can really translate into actual social behavior. Finally, authors propose message strategies (incorporating message appeal, message frame and central/peripheral processing) for each type of social behavior.