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Public Support for Regulating the Public 267

social marketing and attempted to clarify the distinctions from traditional
downstream efforts. The public will literature was reviewed and a concep-
tual model proposed for understanding the process and key strategic ac-
tions of upstream remedy enactment. An important insight from the public
will literature is that the battle over public health is as much a battle over
public versus private framing of costs as it is over health consequences. As
our framework (Figure 9.2) highlights, a major element of this debate is
how marketing efforts cast the parties incurring the exchange benefits and
those bearing the exchange costs (e.g., product users; society at large, in-
cluding nonusers). Social change agents who recognize the different views
may develop more effective strategies for garnering public support for pro-
posed upstream remedies while reducing resistance to them. Social market-
ers, public health advocates, and policymakers should also be cognizant of
these different perspectives when seeking an appropriate and effective bal-
ance between upstream remedies and downstream efforts.

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