Page 267 - The Handbook of Persuasion and Social Marketing

Public Support for Regulating the Public 243

table 9.1 Important Differences in Upstream and Downstream Social
Marketing Efforts
Downstream Marketing Upstream Marketing
Perspective Psychology Sociology
Free choice/rational Social construction
Behavior is dependent on Behavior is dependent on
choice conditions
Target Individual Institutions: government,
NGOs
Person with the problem or at Person with power to make
risk for the problem change
Goal Change one individual at a Change the environment to
time ultimately change groups of
consumers
Process and Decision-making Political
Assumptions Change motivation, Behavior embedded in
opportunity, or ability (MOA) environment & more
to avoid behavior complex than MOA
frameworks
Problem often seen as a lack of Problem often seen as a gap
information in power between
1) groups of consumers
with limited resources,
and
2) business marketers with
significant resources
Activities Centered around the 4 P’s Centered around policy
(product, price, place, change:
promotion) to reduce costs or – Push strategy targets
increase benefits associated with legislators
behavior (alters MOA) – Pull strategy using media
Use communication (alter advocacy, political action,
information gap) etc. to encourage/prompt
legislative action
Approaches Education and marketing Attain resources to support
education and marketing
Law