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230 CHAPTER 10 ■ “Safe Water Saves Lives”

and evaluating social marketing interventions, and mirrors the four levels and con-
cepts of the logical framework (see Figure 10-1). The aim of PERForM is to sum-
marize known determinants of behavior and the relationship between behavior
and health in order to provide social marketers with timely, actionable information
for decision making. PERForM can be categorized into four levels, which incre-
mentally help to better understand and explain behavior change and health status:
1. Goal (i.e., health status and quality of life).
2. Purpose (i.e., use, risk-reducing behavior, and need).
3. Outputs (i.e., opportunity, ability, motivation, and population charac-
teristics).
4. Activities (social marketing intervention and the 4Ps).
PSI uses the PERForM framework in a five-step, iterative process to guide
the development, implementation, and evaluation of its social marketing efforts

HEALTH STATUS QUALITY OF LIFE

USE RISK-REDUCING BEHAVIOR

AT RISK

OPPORTUNITY ABILITY MOTIVATION

Brand Knowledge Attitudes Belief
Availability
Appeal
Social Locus of Outcome
Brand Quality of Intention
Attributes Care Support Control Expectation
Social Self- Subjective Threat Willingness
Norm Efficacy Norm to Pay
POPULATION CHARACTERISTICS

SOCIAL MARKETING INTERVENTION

PRODUCT PLACE PRICE PROMOTION

FIGURE 10-1 PSI’s PERForM Framework